{"title":"Understanding Regulatory Fit","authors":"Jennifer L. Aaker, Angela Y. Lee","doi":"10.1509/jmkr.43.1.15","DOIUrl":null,"url":null,"abstract":"The authors focus on three critical areas of future research on regulatory fit. First, they focus on how regulatory orientation is sustained. The authors argue that there are two distinct approaches that bring about the “just-right feeling”: (1) a process-based approach that involves the interaction between regulatory orientation and decision-making processes and (2) an outcome-based approach that involves the interaction between regulatory orientation and the framed outcomes offered. Second, the authors discuss possible boundary conditions of regulatory fit effects, highlighting the apparent paradoxical role of involvement. They suggest that the antecedents that give rise to regulatory fit (e.g., lowered motivation) can differ from its consequences (e.g., increased motivation). Third, the authors discuss broader implications of regulatory fit, proposing three possible mechanisms by which regulatory fit can lead to improved physical health and discussing the degree to which the just-right feeling plays a role in goal-sustaining experiences related to subjective well-being (e.g., flow).","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":null,"pages":null},"PeriodicalIF":5.1000,"publicationDate":"2006-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1509/jmkr.43.1.15","citationCount":"339","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1509/jmkr.43.1.15","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 339
Abstract
The authors focus on three critical areas of future research on regulatory fit. First, they focus on how regulatory orientation is sustained. The authors argue that there are two distinct approaches that bring about the “just-right feeling”: (1) a process-based approach that involves the interaction between regulatory orientation and decision-making processes and (2) an outcome-based approach that involves the interaction between regulatory orientation and the framed outcomes offered. Second, the authors discuss possible boundary conditions of regulatory fit effects, highlighting the apparent paradoxical role of involvement. They suggest that the antecedents that give rise to regulatory fit (e.g., lowered motivation) can differ from its consequences (e.g., increased motivation). Third, the authors discuss broader implications of regulatory fit, proposing three possible mechanisms by which regulatory fit can lead to improved physical health and discussing the degree to which the just-right feeling plays a role in goal-sustaining experiences related to subjective well-being (e.g., flow).
期刊介绍:
JMR is written for those academics and practitioners of marketing research who need to be in the forefront of the profession and in possession of the industry"s cutting-edge information. JMR publishes articles representing the entire spectrum of research in marketing. The editorial content is peer-reviewed by an expert panel of leading academics. Articles address the concepts, methods, and applications of marketing research that present new techniques for solving marketing problems; contribute to marketing knowledge based on the use of experimental, descriptive, or analytical techniques; and review and comment on the developments and concepts in related fields that have a bearing on the research industry and its practices.