Regulatory fit: A meta-analytic synthesis

Motyka, Scott, Grewal, Dhruv, Puccinelli, Nancy, Roggeveen, Anne L., Avnet, Tamar, Daryanto, Ahmad, de Ruyter, Ko and Wetzels, Martin (2014) Regulatory fit: A meta-analytic synthesis. Journal of Consumer Psychology, 24 (3). pp. 394-410.


Regulatory fit, or the match between an individual's regulatory orientation and the strategy used to sustain it, offers a pervasive predictor of customer behavior. Merely reaching a decision in a certain way influences the value of a decision or an outcome. In this research, we conduct a meta-analysis to more fully articulate the role of important conceptual moderators and demonstrate their differential effects on evaluation, behavioral intention, and behavior. In particular, we look at the source of regulatory focus (self-prime, situation-prime, chronic), the orientation (prevention, promotion), how fit is created (sustaining, matching), how fit is constructed (action, observation), and the scope of fit (incidental, integral). We also shed light on the role of several contextual factors.

Item Type: Article
Keywords: Regulatory orientation; Regulatory focus/fit; Meta-analysis; Matching; Value
Centre: Faculty of Marketing
Date Deposited: 27 Aug 2014 13:27
Last Modified: 23 Oct 2015 14:08

Actions (login required)

Edit View Edit View