We focus on three critical areas of future research on regulatory fit. The first focuses on how regulatory orientation gets sustained. We argue that there are two distinct approaches that bring about the 'just right feeling': (1) process-based (involving the interaction between regulatory...

This paper describes how different self-construals influence people’s perception of temporal distance and in turn their task evaluation. We hypothesize that people with a more accessible interdependent (vs. independent) self-construal perceive future events as temporally more proximal, and...

According to the processing fluency model, advertising exposures enhance the ease with which a brand can be recognized and processed. This increased perceptual fluency in turn leads to more favorable attitudes toward the brand. The present research extends the processing fluency model to examine...

Meta-cognitive routes to judgment may be taken more often than suggested by Schwarz (2004). First, judgments that appear to be consistent with a systematic processing account may be based on higher-order meta-cognitive theories. Specifically, individuals' inferential judgments based on naive...

This research demonstrates that people's goals associated with regulatory focus moderate the effect of message framing on persuasion. The results of six experiments show that appeals presented in gain frames are more persuasive when the message is promotion focused, whereas loss framed appeals...