Role Of Regulatory Fit Research Articles

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.

Digital buying behavior: The role of regulatory fit and self‐construal in online luxury goods purchase intentions

AbstractDrawing on regulatory focus theory, this study examines how consumers’ promotion and prevention focus influences luxury purchase intentions in an online domain. The research further investigates the interactive effects of regulatory focus, goal orientation, and self‐construal through four studies. Study 1 shows that promotion‐focused versus prevention‐focused consumers have a greater tendency to purchase luxury goods online and in‐store. Contrary to extant research regarding the compatibility between message frame and consumers’ regulatory focus, using varying manipulations, Studies 2 and 3 find the primacy of prevention‐framed messages in influencing online luxury purchase intentions for promotion‐ and prevention‐focused consumers. Further, unlike prior studies, Study 4 shows no significant interaction effect between regulatory focus, goal orientation, and self‐construal and adds a possible boundary condition by demonstrating how regulatory focus and self‐construal effects differ for luxury purchase online. Overall, the studies offer important contributions to theory and practice relating to luxury consumption in cyberspace.

Relationships between motivational regulation strategies used in difficult situations and engagement: The role of regulatory fit

Relationships between motivational regulation strategies used in difficult situations and engagement: The role of regulatory fit

Self-regulation and expatriate adjustment: The role of regulatory fit

In this paper, we draw on the construct of regulatory fit in explaining how expatriates manage interactional and work-related discrepancies in diverse cultural contexts. When expatriates go overseas, they are often faced with a set of expectations that are at variance with their home country norms and these differences in expectations generate discrepancies. The emergence of discrepancies in an alien cultural context exacerbates the uncertainties facing the expatriate, though the response to uncertainty varies between expatriates. We posit that expatriates with a promotion-focused self-regulatory system are focused on maximizing gains leading them to manage uncertainty through experimentation whereas expatriates with a prevention-focused self-regulatory system are oriented to minimizing losses leading them to manage uncertainty by persisting with the status-quo. Utilizing insights from motivational science and by linking the self-regulatory processes to the cultural context, we develop a framework and propositions for expatriate adaptation in loose and tight cultures. We present managerial implications of our model and offer guidance for testing the framework.

A close look at the role of regulatory fit in consumers’ responses to unethical firms

Our knowledge is not enough to clearly explain how consumers respond to unethical firms, thereby forming attitudes toward unethical firms’ brand and buying their products. In this sense, we conduct a one-way experimental design to test regulatory focus theory when it comes to attitudes toward unethical firms’ brand and the purchase intention. Our findings reveal that promotion-oriented participants were more negative toward Mitsubishi, which violates achievement (e.g. fuel efficiency), than prevention-oriented participants. More importantly, promotion-oriented people were less likely to buy Mitsubishi automobiles than prevention-oriented people. In contrast, prevention-oriented consumers are negative toward Volkswagen which violates protection (e.g. carbon dioxide emission reduction).

Does Leader-Follower Regulatory Fit Matter? The Role of Regulatory Fit in Followers’ Organizational Citizenship Behavior

Due to increasing organizational demand and competition, employees’ goal-pursuit regulatory processes become pivotal to their work behavior and outcomes. Drawing on interpersonal regulatory fit theory, we proposed that leader prevention focus would moderate the relation between follower prevention focus and maintenance organizational citizenship behavior (OCB), whereas the relation between follower promotion focus and change OCB would be moderated by leader promotion focus. We tested these fit hypotheses using cross-level polynomial regression analyses conducted on 117 leader and 641 followers in South Korean firms. The results showed that followers’ prevention focus was positively associated with their maintenance OCB. This main effect was more pronounced when the leader’s prevention focus was high than when it was low. While we detected a significant main effect of follower promotion focus on change OCB, no fit effect was found for promotion focus. The implications of these findings as well as directions for future research are addressed.

The Role of Regulatory Fit in Framing Effective Negative Feedback Across Cultures

Giving effective negative feedback is not only important but also challenging. Often people struggle as to how; and perhaps even more so when the feedback receiver comes from a different culture . Building on the regulatory fit theory, the current research examined how negative feedback framing (gain- vs. loss framed) would affect feedback receivers’ motivation as a function of their regulatory focus. We found that European Americans were in general more promotion-focused than Chinese (Study 1) and Indians (Study 2), such that promotion-focused (vs. prevention-focused) participants showed higher motivation after receiving gain-framed (vs. loss-framed) negative feedback. Across two studies, with student and work samples, our findings answered the question of how to give more effective negative feedback and suggested that regulatory fit can be a universal strategy for increasing motivation across the East and West.

When Do Chronic Differences in Self-Regulation Count?: Regulatory Focus Effects in Easy and Difficult Soccer Tasks

Research on regulatory focus theory (Higgins, 1997) suggests that performance increases if instructions fit with sportspersons' dispositions. Sportspersons who chronically focus on wins (i.e., promotion-oriented individuals) perform best if instructions frame the objective as a promotion goal (e.g., "Try to hit!"). By contrast, sportspersons who chronically focus on losses (i.e., prevention-oriented individuals) perform best if instructions frame the objective as a prevention goal (e.g., "Try not to miss!"). Recent theorizing also suggests that regulatory focus interacts with task difficulty. In an experiment, we assessed soccer performance as a function of chronic focus, instructional focus, and task difficulty. Results support that task difficulty moderates the effects of fit on performance; fitting instructions to match the sportsperson's chronic regulatory focus improved performance in the easy rather than the difficult task. Findings are discussed regarding the role of regulatory fit in altering subjective pressure during sports performance.

The Effects of Message Framing and Risk Perceptions for HPV Vaccine Campaigns: Focus on the Role of Regulatory Fit

This study investigates the effects of framing and risk perception, and their interaction effects on human papillomavirus (HPV) vaccination. Based on a 2 (message frames) × 2 (perceived risk) experimental design, the interaction effects reveal the effectiveness of loss- (vs. gain-) framed messages would be maximized for high (vs. low) perceived risk condition. Based on regulatory fit principles the synergy effects are shown in terms of attitudes toward advertising and HPV vaccination, HPV vaccination intention, and ad-promoted behavioral intention. The findings indicate right message appeals should be selected for the right target audiences in the setting of HPV vaccine promotions.

Regulatory focus and the family–work interface: The role of regulatory fit between cohabiting partners

The aim of the present study was to examine the impact of regulatory focus in goal pursuit and regulatory fit between marital partners on family conditions and the family–work interface. We hypothesized that when both partners are high on promotion focus (fit) they experience higher developmental possibilities at home and have an increased likelihood of family-to-work facilitation (FWF). In addition, we hypothesized that when both partners are prevention focused (fit) they experience less home demands and less family-to-work conflict (FWC). In total, 131 working couples participated in the study. Each partner provided information about his/her own regulatory focus, perceptions of home demands and home developmental possibilities, and experienced FWF and FWC. Results of moderated structural equation modelling analyses largely supported our hypotheses since the interaction between partners’ promotion focus predicted the levels of home developmental possibilities and FWF, whereas the interaction between partners’ prevention focus predicted home demands in the expected direction. In conclusion, the fit between partners’ self regulatory styles can influence family life and, consequently, the impact of family on work.

The influence of lay theories of Feng Shui on consumers' peace of mind: The role of regulatory fit

With its history dating back five millennia, the art of creating harmonious surroundings – commonly referred to as Feng Shui – has become deeply rooted in Chinese culture. Yet despite its significant effect on people's daily lives, a dearth of research is available on how Feng Shui influences consumers' decisions. This study investigates the influence of Feng Shui on customers' attitude based on their regulatory focus, providing suggestions for business opportunities. Three studies examine whether Feng Shui's goals influence participants' decisions and feelings of appropriateness. Study 1 demonstrated that the fit between Feng Shui's suggestions and consumers' regulatory focus impacted decision making. Participants were more likely to adopt the Feng Shui practitioner's suggestions of a goal compatible with the consumers' regulatory focus. Study 2 provided evidence that a regulatory focus also impacts participants' peace of mind. Study 3 tested whether the value experienced from regulatory fit is reflected in the price. Specifically, promotion‐oriented individuals feel more accepting of promotion‐focused Feng Shui that is consistent with an approach goal while prevention‐oriented individuals are more persuaded by prevention‐focused Feng Shui that is consistent with an avoidance goal. When the Feng Shui appeal is compatible with the self‐regulatory focus, individuals demonstrate a greater feeling of appropriateness and produce a higher level of peace of mind.

The role of regulatory fit on the attraction effect

We show that adding entrant brands to a choice set compr ising of a predominantly promotion brand and a predominantly prevention brand can make both promotion and prevention-oriented consumers susceptible to the attraction effect. If an entrant targets the brand possessing superior promotion (prevention) feature, the resulting dominance relationship allows the promotion (prevention) focused consumers to sustain their regulatory focus. Entrant brands (and the associated dominance heuristic) therefore contribute to decision value by allowing both promotion and prevention-focused consumers pursue their goal in a way that fits with their regulatory concerns.

Increasing or decreasing interest in activities: The role of regulatory fit.

What makes people's interest in doing an activity increase or decrease? Regulatory fit theory (E. T. Higgins, 2000) provides a new perspective on this classic issue by emphasizing the relation between people's activity orientation, such as thinking of an activity as fun, and the manner of activity engagement that the surrounding situation supports. These situational factors include whether a reward for good performance, expected (Study 1) or unexpected (Study 2), is experienced as enjoyable or as serious and whether the free-choice period that measures interest in the activity is experienced as enjoyable or as serious (Study 3). Studies 1-3 found that participants were more likely to do a fun activity again when these situational factors supported a manner of doing the activity that fit the fun orientation-a reward or free-choice period framed as enjoyable. This effect was not because interest in doing an activity again is simply greater in an enjoyable than a serious surrounding situation because it did not occur, and even reversed, when the activity orientation was important rather than fun, where now a serious manner of engagement provides the fit (Study 4a and 4b).

The role of regulatory fit in visionary leadership

AbstractIt is generally argued that leader visions motivate followers by focusing on reaching desirable end‐states. However, it has also been suggested that visions may motivate followers by focusing on avoiding undesirable situations. In this paper we investigate the effects of appeals that focus on preventing an undesirable situation (i.e., prevention‐appeals) as well as appeals that focus on promoting a desirable situation (i.e., promotion‐appeals). We argue that the effectiveness of promotion‐ and prevention‐appeals is contingent on follower regulatory focus. In two experiments we show that prevention‐appeals lead to better performance than promotion‐appeals for more prevention‐focused followers, while the reverse is true for more promotion‐focused followers. We find this pattern for a dispositional measure of follower regulatory focus (Study 1) as well as for a manipulation of follower regulatory focus (Study 2). Copyright © 2009 John Wiley & Sons, Ltd.

Stressed out over possible failure: The role of regulatory fit on claimed self-handicapping

The self-protective mechanism of self-handicapping appears to be motivated by the need to protect ability attributions in the face of concern about possible failure. Indeed, the present research finds a correlation between trait self-handicapping and chronic prevention focus. Moreover, the present research examines the role of “regulatory fit” on the use of claimed self-handicapping by exposing high and low trait self-handicappers to performance situations framed in prevention or promotion terms. Consistent with our regulatory fit hypothesis, high self-handicappers (HSHs) handicapped significantly more (by reporting higher levels of stress) when the task was framed in prevention focus rather than promotion focus terms, and did so even when the viability of the handicap was dubious. Self-handicapping in the prevention focus condition was mediated by elevated feelings of evaluative concern. The findings suggest that conditions of regulatory fit (i.e., HSHs under prevention focus) can lead to increased use of self-handicapping.

How advertising claims affect brand preferences and category–brand associations: The role of regulatory fit

AbstractTwo experiments examined whether selfregulatory goals addressed in advertising claims influence product preferences and category– brand associations. Experiment 1 provided evidence for the hypothesis that the fit between an advertising claim and consumers' regulatory focus has an impact on product preferences. Participants were more likely to prefer products presented in an advertisement with a claim compatible with the experimentally induced focus. Experiment 2 demonstrated that regulatory focus also has an impact on category– brand associations. Category–brand associations were stronger when the claim of a target brand was compatible with the regulatory focus at the time category–brand associations were measured. © 2006 Wiley Periodicals, Inc.

Enjoying goal-directed action: the role of regulatory fit.

We propose that the fit between an action's strategic orientation and the actor's regulatory state can influence the amount of enjoyment the action provides. In two studies using different methods of manipulating regulatory states and of gauging action evaluations, high regulatory fit increased participants' anticipations of action enjoyability. In a third study, high regulatory fit increased participants' enjoyment of perceived success at, and willingness to repeat a novel laboratory task, and these effects were independent of participants' actual success on the task. Across the three studies, participants in a regulatory state oriented toward accomplishment experienced eagerness-related actions more favorably than vigilance-related actions, whereas participants in a regulatory state oriented toward responsibility experienced vigilance-related actions more favorably than eagerness-related actions. These findings' implications for understanding task interest and motivation are discussed.