Rethinking Regulatory Engagement Theory
Journal of Consumer Psychology, Vol. 19, No. 2, pp. 115-123, 2009
27 Pages Posted: 17 Nov 2011
Date Written: 2009
Abstract
We offer a constructive critique of Regulatory Engagement Theory (Higgins, 2006; Higgins & Scholer, 2009). After highlighting the major tenets of the theory and its main contributions, we identify some of its conceptual ambiguities. We then argue that the hedonic and intensity components of value may not be psychologically separable in that experiences acquire their hedonic quality through their intensity. We next discuss why the various determinants of strength of engagement proposed by the theory may not all operate through the same process. Even the regulatory fit phenomenon seems to involve more than one process. We conclude by suggesting that many strength-of-engagement effects may reflect feelings-as-information inferences consistent with the Generalized Affect-as-Information Model of judgment (GAIM; Pham 2008).
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