Understanding Regulatory Fit

Journal of Marketing Research, Vol. 43, pp. 15-19, February 2006

Posted: 6 Aug 2011

Date Written: 2006

Abstract

We focus on three critical areas of future research on regulatory fit. The first focuses on how regulatory orientation gets sustained. We argue that there are two distinct approaches that bring about the 'just right feeling': (1) process-based (involving the interaction between regulatory orientation and decision making processes) and (2) outcome-based (involving the interaction between regulatory orientation and framed outcomes offered). Second, we discuss possible boundary conditions of regulatory fit effects, highlight in particular the apparent paradoxical role of involvement. We suggest that the antecedents give rise to regulatory fit (e.g., lowered motivation) may differ from its consequences (e.g., increased motivation). Finally, we discuss broader implications of regulatory fit, proposing three possible mechanisms by which regulatory fit may lead to improved health and discussing the degree to which the 'just right feeling' may play a role in goal-sustaining experiences related to subjective well-being (e.g., flow).

Keywords: regulatory fit, process-based, outcome-based, boundary conditions, improved health, well-being

JEL Classification: M30, M31

Suggested Citation

Aaker, Jennifer Lynn and Lee, Angela Y., Understanding Regulatory Fit (2006). Journal of Marketing Research, Vol. 43, pp. 15-19, February 2006. Available at SSRN: https://ssrn.com/abstract=1905656

Jennifer Lynn Aaker (Contact Author)

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

Angela Y. Lee

Northwestern University - Kellogg School of Management ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

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