Effects Of Regulatory Fit Research Articles

Fit Effect of Health Regulatory Focus on Exercise and Healthy Diet: Asymmetric Moderating Role of Scarcity Mindset.

Health is an intrinsic goal strongly related to individuals's well-being. Many individuals make efforts to achieve their health goals through different means. Based on the health regulatory focus theory, we proposed a health regulatory fit effect to understand individuals's health behaviors, and further examined the moderating role of scarcity mindset on these relationships. Using a two-wave longitudinal design, our research recruited a sample of 453 adult participants (350 Women, Age = 20.39 ± 2.30 Years) from China via an online survey platform. The results indicated that health individuals with health promotion-focus were more likely to exercise, whereas those with health prevention-focus were more inclined to prefer a healthy diet. Notably, such effect was moderated by scarcity mindset. Specifically, individuals with low promotion-focus were more susceptible to the impact of scarcity mindset, thus exhibiting less health-promoting behaviors. This research suggested a health regulatory fit effect for two health behaviors. Intriguingly, our findings reveal an asymmetric impact of the scarcity mindset on this fit effect. These results hold significant implications for developing health promotion strategies to mitigate the negative impact of scarcity mindset on healthy behaviors.

Strategic Alignment, Performance, and the Moderating Effect of Regulatory Fit

ABSTRACT We examine how the alignment of performance measurement and strategy affects performance on a multidimensional task. Our experiment varies both the strategy (speed versus accuracy) of the hypothetical firm for which participants work and the individual performance measure that is reported to them, creating two conditions of clear alignment and two of clear misalignment. We find that although workers are responsive to the performance measure regardless of its alignment, they are also sensitive to the strategy such that costly alignment effects are observed. We also predict and find that workers respond asymmetrically to misalignment in accuracy performance but not in speed performance, demonstrating that the effects of misaligned performance measurement depend on the fit between firm strategy and the nature of the task being performed. Data Availability: Data are available from the authors upon request. JEL Classifications: M40; M41; M50.

The regulatory fit effect on consumer preferences for price discounts and bonus packs

AbstractAlthough prior research suggests that a bonus pack is perceived as a pure gain and is thus preferred by consumers over a price discount which is perceived as a reduction in loss, the empirical evidence in the literature is mixed about whether consumers prefer price discounts or bonus packs. This research investigates how consumers' regulatory orientation influences their preferences for these two promotional tactics. The authors proposes that prevention‐oriented consumers prefer a price discount over a bonus pack, but promotion‐oriented consumers prefer a bonus pack over a price discount. This effect is due to the regulatory fit between the promotional tactic and consumers' regulatory orientation. A price discount aligns with a prevention orientation to minimize losses, while a bonus pack aligns with a promotion orientation to maximize gains. Furthermore, the authors propose that this regulatory fit effect on preferences is sequentially mediated by the experience of feeling right and perceived value of the promotional tactics. Four studies using different products and different operationalizations of regulatory orientation in both field and online settings provide converging and robust evidence for the proposed effect and underlying mechanism. Finally, the authors show that the proposed effect is attenuated when consumers' level of involvement increases.

When prevention facilitates group creativity: The effect of regulatory focus and regulatory fit on interpersonal neural couplings of creative communications

Despite numerous studies demonstrating connections between regulatory focus, regulatory fit, and group creativity, their impact on the inter-brain mechanism of creative communication is still unclear. Under the regulatory focus theory, Experiment 1 required dyads to complete creative tasks in three conditions (promotion focus, prevention focus, control) while monitoring hemodynamic inter-brain synchronization. In comparison to the other two conditions, dyads with a promotion focus showed higher levels of creative performance. This was also supported by increased inter-brain neural synchronization (IBS) in two ROI pairs (i.e., r-DLPFC_m-FPC; r-DLPFC_l-SMA), which signifies a positive shift towards prioritizing team members' opinions and improved alignment of body movements. Considering the lower creative performance of the prevention-focused dyad in Experiment 1, Experiment 2 referred to the regulatory fit theory and attempted to explore whether fit priming of prevention-focused dyads would facilitate their creative performance more than the misfit dyad. Both the fit and misfit dyads were induced with a prevention focus first. Results illustrated that prevention-focused dyads with fit priming accompanied by higher creative performance and enhanced inter-brain neural synchronization in four ROI pairs (i.e., l-DLPFC_l-FPC; r-FPC_r-FPC; l-FPC_r-FPC; l-FPC_ l-FPC), which potentially signifies a move towards more goal-oriented behavior to prevent team innovation from failing. Furthermore, there is a division that occurs when neural synchronization predicts diverse indicators of creativity across different regulatory focus/fit conditions. Therefore, promotion focus and regulatory fit of the prevention focus might be positive social cues to align and optimize inter-brain information transfer, thus facilitating group creativity.

It is a match! The effect of regulatory fit on new products recommendations

AbstractOnline retailers often recommend new products to consumers. The present study examined the influence of regulatory fit on consumers' click‐through intentions of new products recommended by online retailers. We proposed that regulatory fit resulting from aligning the product's regulatory focus and recommendation message's regulatory orientation positively influences click‐through intention of new product recommendations. In a laboratory study (Study 1), we found that regulatory fit increase consumers' click‐through behaviors of new product recommendations. Study 2 replicated the findings of Study 1 in a controlled online experiment and found support for regulatory fit—click‐through intentions relationship. Study 3 found that regulatory fit increases click‐through intentions for new products but not for existing products. Study 4 supported the mediating role of perceived efficacy and boundary condition of consumer innovativeness in the relationship between regulatory fit and click‐through intentions. This study contributes to the literature on new product adoption, regulatory focus, and product recommendation strategies. Furthermore, it helps online retailors develop effective recommendation strategies for new product recommendations.

Effects of implementation intentions and regulatory fit on subjective binge eating

Introduction: Implementation intentions are if-then plans linking behavior with contextual features, thereby preventing goal shifts away from superordinate goals. Implementation intentions may be an addition to standard treatment for binge eating due to their limited use of cognitive resources. Implementation intention effects may be increased by matching implementation intentions to people's regulatory focus. Regulatory focus theory is a goal-pursuit theory emphasizing the relationship between peoples’ motivational orientations and the way they pursue goals. Methods: In a sample of students with subjective binge eating, reductions in binge eating were compared between two implementation intention conditions, one in accordance with participants’ regulatory focus and one opposite, and two control conditions with only goal setting. Results: Compared to control, both implementation intention conditions showed significant, long-lasting reductions in subjective binge eating. Regulatory focus showed no additional effects. Discussion: Three implementation intention sessions targeting subjective binge eating proved a promising intervention leading to long-term reductions in subjective binge eating. Future research should address its usefulness in clinical populations.

Strategic Alignment, Performance, and the Moderating Effect of Regulatory Fit

Strategic Alignment, Performance, and the Moderating Effect of Regulatory Fit

Fighting Counterfeits in Emerging Markets through the Demand Side: The Role of Product Domain in the Effect of Regulatory Fit on Persuasion

Anti-counterfeiting strategies primarily target the supply-side. The majority of studies on demand side strategies focused on developed-country consumers. This paper aims to examine ways to reduce counterfeit drug consumption by analyzing emerging markets from the consumers’ demand side. In addition, this research is one of the first to provide empirical support for the notion that in persuasion, the product’s domain matters, when it comes to regulatory fit. Consumers frame product domains in terms of approach or avoidance. If the framing of the message fits the product domain, it becomes more effective, more persuasive and even reduces purchase intentions regardless of individual’s motivational regulatory state. We show that the most effective combination for advertisers and marketers, in emerging markets context, to reduce demand for counterfeit drugs, is to apply a fear/avoidance ad coupled with a prevention goal, regardless of individuals’ motivational regulatory state.

Coaching as a growth- or security-oriented process-How regulatory fit increases coaching success.

Regulatory focus theory suggests that promoters are more concerned with growth and preventers are more concerned with security. Since coaching is a growth-oriented process, it seems to be more suitable for clients high on promotion than for clients high on prevention. Applying regulatory fit theory, the present research investigates how preventers can also benefit from coaching. First, a study looking at real coaching processes (N1 = 103) found that a higher promotion than prevention focus was indeed related to more coaching success, i.e., satisfaction and approach motivation. Next, testing the hypothesis that fit effects should also be present in coaching, a study using a vignette approach (N2 = 99) shows that participants experiencing a fit between their focus and a promotion versus a prevention coaching indicate a better coaching evaluation than participants experiencing no fit. In three studies (N3a = 120, N3b = 85, N3c = 189), we used an experimental approach and manipulated the regulatory focus of coaching interventions. We found promotion as well as prevention fit effects showing that participants experiencing a fit indicate more coaching success than participants experiencing no fit. Two studies (N4a = 41, N4b = 87) further tested interpersonal fit, i.e., the fit between the coach's and client's regulatory focus. We found promotion as well as prevention fit effects on participants' satisfaction with and trust in a coach (Study 4a) and promotion fit effects on participants' goal attainment and coaching progress (4b). The findings suggest that by adapting coaching to the client's focus, coaching success can be increased not only for promoters but also for preventers. Thus, we found that regulatory fit effects, albeit small to medium, are also present in coaching. Multiple studies assessing multiple variables relevant to coaching showed that the findings differ regarding the interventions used and the variables that we looked at. The practical implications of these findings are discussed.

A Study on the Regulatory Fit Effects of Influencer Types and Message Types

This study compared the persuasive effects of human and virtual influencers. Virtual influencers persuade consumers; however, there is insufficient research on strategies that can elicit consumer responses to them. Additionally, we aimed to verify the impact of information source types and message types (rational/emotional) and the interaction effects of regulatory focus tendencies through consumer attitudes (sharing intention/purchase intention). A survey was conducted with 323 South Korean consumers concerning posts on influencers’ Instagram accounts. The responses were processed through multivariate analysis of covariance. The main effects were significant for both information sources; however, consumers showed greater sharing and purchase intentions after interacting with virtual influencers. In addition, a three-way interaction between the independent variables was confirmed, suggesting that consumer persuasion must account for the information source type, the nature of the message, and consumer tendencies. The study results offer insights for establishing effective message strategies to reach consumers.

The Impact of Regulatory Fit on Experienced Autonomy

This research sought to test the hypothesis that regulatory fit enhances people’s feelings of autonomy. Regulatory fit can be created by prompting people to execute a task using means of task execution that fit (vs. do not fit) their preferred means of goal-pursuit. Assigning people to do a task using a particular means implies they do not exercise choice in applying their preferred means of goal-pursuit. Nevertheless, we reasoned that fitting task means would lead to higher feelings of autonomy while working on a task because, under conditions of regulatory fit, people are using the means that they would have chosen if they had been given choice. We conducted 10 experiments (total N = 3,124) to test the effect of regulatory fit versus regulatory non-fit on experienced autonomy and a meta-analysis of the effects supported our hypothesis for both promotion focus-based fit and prevention focus-based fit.

How advertising claims affect sports consumers' purchase intention of badminton rackets? The role of regulatory fit

PurposeRegulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers' purchase intention. Accordingly, the authors extend the concept of regulatory fit to the sports context to understand how advertising claims affect amateur badminton players' purchase intention of badminton rackets.Design/methodology/approachA total of 200 amateur badminton players participated in this study. These participants were randomly assigned to the promotion-prime advertising claim or prevention-prime advertising claim condition.FindingsAuthors’ findings demonstrate that the experience fit between personal regulatory focus in the sports context and advertising claims induces higher purchase intention. This finding corresponds with expectations based on regulatory focus theory.Originality/valueThe present study extends and strengthens knowledge of personal regulatory focus in the sports context and thus shows marketers how to communicate with target customers to precisely sell sports products using the regulatory fit strategy.

Everything right or nothing wrong? Regulatory fit effects in an e-learning context

Feedback is a key factor in helping individuals to self-regulate their learning behavior. Informative feedback, as a very basic form of feedback informing learners about the correctness of their answers, can be framed in different ways emphasizing either what was correct or what must be improved. The regulatory focus theory describes different strategic orientations of individuals towards goals, which may be associated with different effects of different informative feedback types. A promotion orientation describes the preference for approaching positive outcomes, while a prevention orientation describes the preference for avoiding negative ones. Applied to the context of informative feedback in self-regulated e-learning environments, we predict that regulatory fit, defined as the congruence of individuals’ regulatory orientations and framed feedback, positively affects learning persistence and performance. In two experiments, we assessed individuals’ regulatory orientations and experimentally varied framed feedback in samples of university students preparing for exams with an e-learning tool (N = 182, experiment 1; N = 118, experiment 2) and observed actual learning behaviors. Using different operationalizations of regulatory-framed feedback, we found statistically significant regulatory fit effects on persistence and performance in both experiments, although some remain insignificant. In experiment 2, we additionally tested ease of processing as a mechanism for regulatory fit effects. This way, we expand the literature on regulatory fit effects and feedback on actual learning behavior and provide evidence for the benefits of adaptive learning environments. We discuss limitations, especially regarding the stability of regulatory fit, as well as future directions of research on regulatory-framed feedback.

Using representational and abstract imagery to create regulatory fit effects

AbstractVisual imagery is one of the most important methods of communicating with consumers, but scholars have generally neglected the role of different forms of visual imagery (representational and abstract). Further, the motivation to engage with and process representational versus abstract imagery has also remained underexamined despite the important role that motivation, particularly stemming from regulatory focus, plays in the consumer domain. Therefore, we demonstrate that prevention‐focused versus promotion‐focused mindsets guide the interpretation of meanings conveyed by representational versus abstract visual imagery as a nonverbal means to achieve regulatory fit. Four experimental studies— including one controlled laboratory experiment and one online behavioral response study—show that when representational imagery is matched with a prevention‐focused and abstract imagery with a promotion‐focused mindset or framed message, consumer outcomes are enhanced. Further, we find that perceived risk mediates the results for those with a prevention focus and departure from the status quo for those with a promotion focus.

I will listen to you if you match with me: the effect of regulatory fit on advice taking

I will listen to you if you match with me: the effect of regulatory fit on advice taking

Fit for Something New - An Examination of Regulatory Fit as Driver of Consumer Adoption Behavior

While existing literature shows that a consumer’s regulatory focus has an impact on innovation adoption, investigations regarding the effect of regulatory fit in this context are rather scarce. Furthermore, prior investigations are predominantly limited to consideration of either the chronic regulatory focus (CRF) or the temporary regulatory focus (TRF) and have rarely considered the interaction of both. This article aims to fill this gap by conducting two studies. In the first study, we examine whether a regulatory fit (non-fit) between consumer’s CRF and the product-related focus has an impact on consumer’s adoption intention. Within the second study, we observe whether inducing a TRF would enhance or attenuate the effects found in study 1 respectively. Results show that adoption intention are higher for consumers in regulatory fit compared to non-fit conditions. Furthermore, our findings indicate that inducing a TRF is only promising in regulatory non-fit conditions.

Intention to use smartwatch health applications: A regulatory fit and locus of control perspective

Smartwatch applications are growing in popularity, but little is known about why people are motivated to use different smartwatch health apps. Drawing on regulatory focus theory, we propose that the fit between individuals’ regulatory focus (i.e., primarily prevention or primarily promotion) and the regulatory properties of smartwatch health apps (i.e., primarily promotion apps or primarily prevention apps) helps to explain individuals’ motivations related to intentions to use smartwatch health apps. Further, we show that individuals’ internal health locus of control strengthens the effect of regulatory fit. This study contributes by demonstrating how regulatory focus and locus of control influence intentions to use smartwatch health apps.

Delayed feedback, regulatory fit and goal framing effects on tax compliance: An exploratory study

This research shows the main effects of three variables on tax compliance. Specifically, a) the goal framing message (positive or negative message) about tax compliance importance addressed to taxpayers, b) the prevention and promotion orientation of the taxpayers and, c) the audit delayed feedback. We combine these variables at the laboratory experiment because they have been underestimated in the research of tax compliance decisions. In addition, this research analyzes whether the effect of the message framing on tax compliance changes according to the promotion or prevention orientation of the taxpayers, and the delayed feedback. A total of 186 undergraduate students from engineering and business administration programs took part in an experiment to explore those effects. Results show: a) that the negative frame has a positive significant effect on tax compliance; b) a significant effect of the interaction between negative frame and promotion focus. When there is a low promotion focus, the best option is not to apply a negative frame; c) that, as time goes by, the effect of delayed feedback increases.

Understanding the Relative Impact of Dual Identification on Brand Loyalty on Social Media: The Regulatory Fit Perspective in Different Cultures.

This study explorers whether the relative impacts of brand identification and identification with other users of brand pages on brand loyalty vary according to consumers’ regulatory focus. By integrating social identification theory with regulatory focus theory, this study adopts a dual identification framework to compare the differential impacts of promotion regulatory fit and prevention regulatory fit on brand loyalty. Besides, the moderating effects of product type on the relationship between promotion/prevention regulatory fit and brand loyalty are further investigated. Finally, this study uses different combinations of information technology (IT) affordances in order to examine their influences on each identification target. The current study adopts a qualitative methodology and involved conducting semi-structured interviews with 27 brand page users in regard to IT affordances and their subdimensions. The research model was empirically tested using a cross-country comparison of data collected from surveys conducted in China and the United States. The results support our hypotheses and confirm the differential effects of promotion and prevention regulatory fit on brand loyalty. Theoretically, our study enhances our understanding of the relative effect of dual identification on brand loyalty on social media. Practically, our study delivers insights for companies into how social media brand pages can be used as a strategic tool to achieve brand values.

Effect of leaders' regulatory‐fit messages on followers' motivation

AbstractThe regulatory fit between regulatory focus and framing of leaders' messages to motivate their followers was examined in this study. Toward this end, an exploratory survey was conducted to develop messages germane to regulatory focus. These messages were employed in the following two experimental studies. Study 1 tested the regulatory‐fit hypotheses from the perspective of leaders, who selected positively or negatively framed messages for promotion‐ and prevention‐focused scenarios. The results revealed that leaders were more likely to choose positively framed messages when conveying promotion‐focused messages and negatively framed messages when conveying prevention‐focused messages. While leaders high in promotion focus and transformational leadership tended to choose positive framing, those high in prevention and authoritarian leadership were inclined to prefer negative framing. The effect of regulatory fit from followers' perspective was examined in Study 2 to determine whether regulatory‐fit messages increased followers' motivation. The results revealed that participants in the regulatory‐fit condition exhibited higher motivation only in the promotion and positive‐framing condition. The implications of the findings for regulatory‐fit theory and leadership research are discussed.