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...

n three longitudinal experiments, conducted both in the field and lab, we investigate the recollection of mixed emotions. Results demonstrate that mixed emotions are generally underreported at the time of recall, an effect which appears to grow over time and does not occur to the same degree...

In two longitudinal experiments, conducted both in the field and lab, we investigate the recollection of mixed emotions. Results demonstrate that the intensity of mixed emotions are generally underestimated at the time of recall - an effect which appears to increase over time and does not occur...

What types of products are preferred when the purchase is immediate versus off in the distant future? Three experiments address this question by examining the influence of temporal perspective on evaluations of regulatory-framed products. The results reveal that when a purchase is about to be...

This research sheds insight on the psychological impact of mixed emotions on attitudes. In three experiments, we show that persuasion appeals that highlight conflicting emotions (e.g. both happiness and sadness) lead to less favorable attitudes for individuals with a lower propensity to accept...

Considerable research in consumer experimental psychology has examined the self-expressive role of brands but has found little support for the premise that the interaction of the personality traits associated with a brand and those associated with an individual's self-concept influence...

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...

This research examines how people's goals associated with regulatory focus impact of message framing effects on persuasion. Findings from six experiments show that appeals presented in gain frames are more persuasive when the message is promotion focused, whereas loss framed appeals are more...

This paper reports results from a two-month longitudinal field experiment examining influences on relationships that formed between consumers and an on-line photography brand. Brand personality systematically impacted relationship strength patterns, whereby brands with sincere versus exciting...

An examination of emotions reported on 12 million personal blogs along with a series of surveys and laboratory experiments shows that the meaning of happiness is not fixed; instead, it systematically shifts over the course of one’s lifetime.Whereas younger people are more likely to associate...