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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.
The diagnosticity of feelings in judgment depends not only on their representativeness and relevance, but also on people's trust in their feelings in general. Trust in feelings is the degree to which individuals believe that their feelings generally point toward the “right” direction in judgments and decisions. Six studies show that a higher trust in feelings (a) increases the reliance on feelings as a judgment criterion, (b) amplifies the influence of ad-induced feelings in persuasion, (c) magnifies the ratio bias in risky choice, and (d) increases the rejection of unfair offers in the ultimatum game. Further, (e) when feelings are highly relevant, they are relied upon regardless of the level of trust, whereas when feelings have low relevance, they are relied upon only if people trust them. Finally, (f) assessments of trust in feelings require significant processing resources. A refined model of feelings as information is advanced based on these findings.