Regulatory fit, or the match between an individual's regulatory orientation and the strategy used to sustain it, offers a pervasive predictor of customer behavior. Merely reaching a decision in a certain way influences the value of a decision or an outcome. In this research, we conduct a...

Regulatory fit occurs when the manner of peoples' engagement in an activity sustains their current goal orientation or concerns with that activity. It is proposed that regulatory fit changes the significance of consumers' reactions to something, including the perceived monetary value of a choice...

This chapter provides a general overview of the theory of regulatory fit and non fit. It first provides a definition of what regulatory fit is, followed by a demonstration of regulatory fit within different regulatory orientations such as regulatory focus, and locomotion mode. The chapter than...