Company executives rely on new product development teams to carry out their directives and make decisions according to management’s goals and objectives. However, new product team members bring their own motivational perspectives to strategic decisions. This research examines how individual...

This paper examines the relative effectiveness of forming implementation intentions (i.e., making specific plans regarding how to go about achieving a goal) for increasing goal attainment under regulatory fit vs. nonfit. We discuss and empirically test the proposition that regulatory nonfit...

Successful innovation requires teams to embrace and enact change. However, team members often differ in their preferences for change. We examine how regulatory focus affects dyadic teams’ tendencies to enact change across an array of repeated brand management decisions. Understanding such...

Objective: This study examined whether matching implementation intentions to people’s regulatory orientation affects the effectiveness of changing unhealthy snacking habits. Design: Participants’ regulatory orientation was either measured (as a chronic trait) or manipulated (as a situational...