Effects Of Regulatory Fit Research Articles

Differences in horizontally individualist and vertically collectivist consumers' environmental behaviour: a regulatory focus perspective

Building on horizontal and vertical individualism and collectivism (HV I-C) typology and regulatory focus theory (RFT), this study aims to examine cross-cultural environmental behaviour differences between HI-Finnish and VC-Pakistani consumers. In regards to consumers' attitude towards environmentally friendly products, the results demonstrated predominantly HI-promotion-focused regulatory fit effect in Finland and VC-prevention-focused regulatory fit effect in Pakistan. Consequently, consumers' environmentally friendly products' attitude positively affect their purchase intentions. This study contributes to the sustainability literature by examining the overlooked appropriateness of RFT and HV I-C in cross-cultural environmental behaviour. Managers can use the insights of this study to market their environmentally friendly products more effectively across different cultures.

The asymmetric effect of regulatory fit on moral judgments of other-oriented lies.

We examined whether regulatory fit effects are asymmetric-namely, whether they occur only among individuals with a promotion focus or a prevention focus. We adopted a task where individuals make moral judgments of other-oriented lies and conducted three studies. The results indicated that prevention-focused individuals judged other-oriented lies based on a vigilant strategy as more moral than lies based on an eager strategy (Studies 1 and2). Meanwhile for promotion-focused individuals, there were no differences between eager and vigilant strategies on moral judgments of other-oriented lies. Additionally, the results suggested that the feeling of rightness is an underlying mechanism of the regulatory fit effects of prevention focus (Study 3).

Taking Advice for Vocational Decisions: Regulatory Fit Effects

This study examined whether taking advice is influenced by regulatory fit and whether this effect is reduced or disappears within certain attribution conditions during vocational decision making. Experiment 1 created a vocational decision setting to compare differences in decision makers’ weight of advice (WOA) between ‘eager strategy’ and ‘vigilant strategy’ advice conditions. Results showed no significant main effect of regulatory orientation or advice strategy, but there was a significant interaction. The WOA value, with fit between regulatory focus and advice strategy, was higher than with a fit violation. Experiment 2 examined whether the regulatory fit effect is reduced or disappears within attribution conditions during vocational decision making. Results showed job seekers more easily take others’ advice under the fit condition, and a significant interaction existed between regulatory fit and attribution. Thus, attribution could reduce the influence of the regulatory fit effect. Implications for vocational consultants, job seekers, and advisors are also discussed.

The effects of regulatory focus on the evaluation of advertising messages, with a focus on familiarity

Research has suggested that regulatory fit creates value. In this study, the regulatory fit was defined as the fit between the regulatory focus and the advertising messages. We investigated the effects of regulatory fit on the evaluation of messages when familiarity with the message was low. This hypothesis was supported by two observations; when the familiarity with a message was low, regulatory fit was not observed among participants with a prevention focus. In contrast, regulatory fit was observed among participants with a promotion focus, with a higher preference for two-sided advertising. The significance of familiarity on the effects of regulatory fit and value is discussed.

Reviewing Regulatory Focus Based on Four Regulatory Forms

This study employs the four regulatory forms (goal pursuit, goal maintenance, negative escape, and active avoidance) to illuminate the heterogeneousness among regulatory focus measurements and activations. The first two studies consistently found that promotion focus involves goal pursuit orientation; however, prevention focus encompasses a goal maintenance and a negative escape orientation. The regulatory forms were then applied to regulatory fit research to investigate how the matches of regulatory forms determine the effect sizes of regulatory fit. By meta-analyses, the weak effect in one third of regulatory fit studies, whose regulatory forms were mismatched or partially matched, decreased the overall fit effect and increased the heterogeneousness among regulatory fit studies. However, a strong and consistent regulatory fit effect was found in well-matched of regulatory forms. By examining and extending regulatory forms to measurement, activation, and regulatory fit studies, this paper offers further understanding of the mechanisms of regulatory focus.

Entrepreneurial Regulatory Fit and Startup Survival

This study addresses the question of who will become more or less successful entrepreneurs. Regulatory focus theory may be able to explain when and why entrepreneurs are more versus less successful in their entrepreneurial endeavors. Based on the theory, we investigated whether entrepreneurial regulatory fit is associated with start-up survival and how individual combinations with entrepreneurial regulatory fit influence the association using the sample of 359 the nascent entrepreneurs from PSED (Panel Study of Entrepreneurial Dynamics) II. As a result of Cox hazard regression analysis, promotion fit decreases start-up hazard rate. Prevention fit decreases hazard ratio as managerial experience increases whereas promotion fit increase hazard ratio as managerial experience increases. In addition, there is no significant interaction effect of entrepreneurial regulatory fit and action for isolation mechanism. Through an additional test, we also found that there is a three-way interaction effect of prevention fit, industry-specific experience and action for isolation mechanism. Regulatory fit was more elastic with joint factors than non-fit. Our findings indicate that entrepreneurial regulatory fit will better capture start-up survival phenomenon and this needs to be considered as combinations with individual resources and related action strategies.

The Effects of Regulatory Fit between Sales Managers and Salespersons on the Sales Performance: A Dyadic Approach between CEOs and Salespersons of Start-up Firms

The Effects of Regulatory Fit between Sales Managers and Salespersons on the Sales Performance: A Dyadic Approach between CEOs and Salespersons of Start-up Firms

팽창가격 할인광고의 소비자 반응에 대한 조절적 적합성의 차별된 영향 : 부정적 동기추론과 지각된 할인정도를 중심으로

팽창가격 할인광고의 소비자 반응에 대한 조절적 적합성의 차별된 영향 : 부정적 동기추론과 지각된 할인정도를 중심으로

팽창가격 할인광고의 소비자 반응에 대한 조절적 적합성의 차별된 영향 : 부정적 동기추론과 지각된 할인정도를 중심으로

팽창가격 할인광고의 소비자 반응에 대한 조절적 적합성의 차별된 영향 : 부정적 동기추론과 지각된 할인정도를 중심으로

Regulatory Fit Improves Fitness for People With Low Exercise Experience.

Considering only 20.8% of American adults meet current physical activity recommendations, it is important to examine the psychological processes that affect exercise motivation and behavior. Drawing from regulatory fit theory, this study examined how manipulating regulatory focus and reward structures would affect exercise performance, with a specific interest in investigating whether exercise experience would moderate regulatory fit effects. We predicted that regulatory fit effects would appear only for participants with low exercise experience. One hundred and sixty-five young adults completed strength training exercise tasks (i.e.,sit-ups, squats, plank, and wall-sit) in regulatory match or mismatch conditions. Consistent with predictions, only participants low in experience in regulatory match conditions exercised more compared with those in regulatory mismatch conditions. Although this is the first study manipulating regulatory fit in a controlled setting to examine exercise behavior, findings suggest that generating regulatory fit could positively influence those low in exercise experience.

Exploring the effects of online customer reviews, regulatory focus, and product type on purchase intention: Perceived justice as a moderator

This study aims to investigate the effects of online customer reviews, regulatory focus, and product type on purchase intention, as well as the effect of whether purchase intention is moderated by perceived justice. Experiment 1 compares the effects of regulatory fit and regulatory non-fit on purchase intention after a consumer is exposed to online customer reviews. Experiment 2 examines whether product type (i.e. ‘search goods’ versus ‘experience goods’) moderates the relationship between regulatory fit (or non-fit) and purchase intention for a consumer who has been exposed to online customer reviews. Additionally, in Experiment 2, the moderating role of perceived justice in the link between regulatory fit (or non-fit) and purchase intention is explored. The findings of Experiment 1 indicate that regulatory fit has a more significant effect on purchase intention than the non-fit condition. The results of Experiment 2 also confirm that regardless of regulatory fit, consumers have a lower purchase intention for search goods than for experience goods after exposure to negative online customer reviews. Finally, this study reveals that consumers with high perceived justice demonstrate higher purchase intention compared with consumers with lower perceived justice, regardless of regulatory fit effect or product type.

The Effect of Regulatory Fit on Twitter Fandom in the National Hockey League Postseason

Social media has become a powerful source of sports information. The uncertainty of outcomes of a sporting event is a contributing factor to fan satisfaction, which in turn affects fans’ social-media habits. If teams can determine specific factors that affect these social-media habits, marketing conclusions can be drawn. The current research followed the Twitter accounts of 4 National Hockey League (NHL) teams throughout the 2015 NHL postseason to observe changes in fan engagement. The results displayed increasing growth during each subsequent round of the Stanley Cup playoffs, which indicates an advantageous time to gain fans and develop brand loyalty. The current research showed that retweets and favorites earned on team tweets were shown to have the greatest correlation to followers gained. The growth demonstrated during the postseason provides sports organizations the opportunity to cultivate a strong and loyal following for their teams through strategic marketing initiatives.

The connection and disconnection between e-commerce businesses and their customers: Exploring the role of engagement, perceived usefulness, and perceived ease-of-use

Significant time, resources, and attention have been given over the past few decades to explore how businesses can attract more customers to their online stores, and yet problems remain. It is still difficult to convert a potential customer’s initial online encounter into a buying relationship. Thus, this study aims to develop a deeper comprehension of the driving forces that not only attract visitors to a website, but also motivate them to make a purchase. Drawing from the e-commerce, regulatory focus, and regulatory fit theory literatures, this study crafts a series of predictions about visitors’ attraction to and intention to purchase from a website. In studies conducted using three different technology-product websites (i.e., websites selling smartphones, smartwatches, and laptops) and two different samples (i.e., students and actual shoppers), we found supporting evidence that visitors’ evaluation and purchase intentions are determined by the fit between the shopping experiences offered (hedonic vs. utilitarian) and visitors’ regulatory focus (promotion vs. prevention). Furthermore, we reveal that engagement, perceived usefulness, and perceived ease of use serve as the underlying mechanisms that mediate the effect of regulatory fit on visitors’ attitudes and purchase intentions.

Effects of Regulatory Fit between Goal-Inhibiting vs. Facilitating Behavior in Sequential Self-Regulation

Effects of Regulatory Fit between Goal-Inhibiting vs. Facilitating Behavior in Sequential Self-Regulation

The joint effects of regulatory focus and argument strength of product related information on choice behaviour

Past research studying the effects of regulatory fit on consumer choice decisions indicate that consumers possess favourable attitude towards products that are compatible with their regulatory orientations. The current research contends that regulatory fit by itself may not be sufficient for attracting consumers to purchase a product. Consumers will show a favourable attitude towards products that match their regulatory orientations only when the information related to the products that match their regulatory focus has a strong argument quality. The effects of regulatory fit will be reversed if the argument quality becomes weak. Findings from a series of experiments support this hypothesis. Regulatory focus was used as a chronic variable and a situational variable (between subjects) in the experiments. Argument strength was used as a between subjects variable. Choice favourability and choice likelihood measures were used as the dependent variables.

Adherence to tactical choices mediates regulatory fit effects in table tennis

The present work examines how regulatory fit affects table tennis performance. We find a player’s adherence to their chosen tactic (offensive vs. defensive) to be a mediator of the observed fit effects. Expert table tennis players (N = 39) were given verbal instructions (i.e. regulatory frames), before they played 6 matches each; we created baseline, fit, and non-fit conditions with each player’s chronic regulatory focus. Results replicate previously found positive effects of regulatory fit on performance. We also find evidence for a novel mediator of this effect. Players under fit were more likely to adhere to their chosen tactic, which led to higher likelihood of winning the point.

The role of customer regulatory orientation and fit in online shopping across cultural contexts

This study offers valuable and timely contributions to the e-retailing and regulatory focus literature by investigating the influence of regulatory fit in the online shopping experience context, along with the mechanism underlying the fit effect. Through experimental studies conducted across different countries, we use two different technology product websites and use chronic and situationally induced regulatory focus to illustrate that the degree of fit between an individual's regulatory focus and the type of shopping experience offered by a website has a great influence on their perception and purchase intention. We find that when facing a hedonic website, promotion-focused individuals have a stronger purchase intention and a more positive attitude towards it, and that the reverse is true for prevention-focused individuals. Moreover, our findings indicate that the regulatory fit effect on purchase intention and attitude is mediated by an individual's engagement level and varies between developed countries and emerging markets.

I like you more when your behaviors fit my motivational orientation: The effect of interpersonal regulatory fit on interpersonal evaluation

The present study is one of the few to investigate regulatory fit as an interpersonal phenomenon. Three experiments were conducted to investigate the effect of the fit between evaluators' regulatory foci and the behavioral strategy of the person being evaluated during interpersonal evaluation. Study 1 found that after controlling for perceived similarity, interpersonal regulatory fit led to higher liking and competence evaluation ratings in general. Study 2 extended these findings under a formal interpersonal evaluation context—a graduate school admission interview—revealing that after controlling for perceived similarity, promotion-focused interviewers rated interviewees who demonstrated eager strategies as more likeable and competent, and more likely to be admitted, than did prevention-focused interviewers. These effects were mediated by interviewers' sense of feeling right. Study 3 further supported the mediator role of feeling right by revealing that fit effects were eliminated once evaluators were aware of the true source of feeling right. These findings suggest that interpersonal regulatory fit enhances interpersonal evaluation beyond similarity, and this effect is mediated by evaluators' feeling right.

The Impact of Regulatory Fit on Postdecision Evaluation

We investigated the effect of regulatory fit between regulatory focus and decision mode on postdecision evaluation, and the mechanism underlying this effect, in a 2 (regulatory focus: promotion vs. prevention) × 2 (decision mode: intuitive vs. deliberative) between-subjects factorial-design experiment. Participants were 92 undergraduate students who underwent regulatory focus priming before performing a multiattribute decision-making task, and then completed measures concerning postdecision evaluation and feeling right. Results showed that promotion-focused participants in intuitive mode made a more favorable postdecision evaluation than did those in deliberative mode, whereas prevention-focused participants in deliberative mode made a more favorable postdecision evaluation than did those in intuitive mode. The mechanism underlying this impact was the experience of feeling right. Implications for future research are discussed.

The effects of regulatory fit on customer brand engagement: an experimental study of service brand activities in social media

ABSTRACTWhen utilising social media to establish customer–brand relationships beyond exchange, service brands must understand which activities stimulate customer brand engagement (CBE) and brand preference. Founded in ideas from regulatory engagement theory, this study examines regulatory fit as a key driver of CBE and brand value experience. Regulatory fit theory assumes that promotion orientation, focusing on attaining a desired end state, fits with eager and active customer strategies while prevention orientation, focusing on avoiding an undesired end state, fits with vigilant and watchful customer strategies. This experimental study of a Nordic insurance firm’s Facebook brand activities (n = 429) identified positive regulatory fit, non-fit and simple effects on psychologically anchored (emotional, cognitive and intentional) and behavioural (‘likes’, comments) CBE dimensions. Consistent with regulatory fit theory, the study found that a prevention-oriented brand activity best evoked positive cognitive CBE among customers applying vigilant strategies. Opposing existing theory, promotion-oriented brand activity best evoked positive emotional CBE regardless of customer strategy and a prevention-oriented brand activity best evoked positive intentional CBE among those applying eager strategies, The findings contribute to a better understanding the multidimensionality of CBE and the role of fit in regulatory engagement theory. The findings are also of direct relevance to how service firms should engage their customers, and show that service providers can benefit from the use of prevention-oriented activities in social media if such activities are in accordance with their brand values.