Rethinking Regulatory Engagement Theory

Journal of Consumer Psychology, Vol. 19, No. 2, pp. 115-123, 2009

27 Pages Posted: 17 Nov 2011

See all articles by Michel Tuan Pham

Michel Tuan Pham

Columbia University - Columbia Business School

Tamar Avnet

Yeshiva University - Syms School of Business

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).

Suggested Citation

Pham, Michel Tuan and Avnet, Tamar, Rethinking Regulatory Engagement Theory (2009). Journal of Consumer Psychology, Vol. 19, No. 2, pp. 115-123, 2009, Available at SSRN: https://ssrn.com/abstract=1960357

Michel Tuan Pham (Contact Author)

Columbia University - Columbia Business School ( email )

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HOME PAGE: http://https://www.micheltuanpham.com/

Tamar Avnet

Yeshiva University - Syms School of Business ( email )

New York, NY
United States

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