Using regulatory fit theory to examine how the communication context of compliance-gaining interactions influences compliance

Abstract Compliance-gaining research focuses mainly on how message variations differentially affect compliance; however, few studies have examined how framing the compliance-gaining goal (i.e., promotion/prevention) and providing a means to achieve the goal function concurrently to influence compliance. The current study uses regulatory fit theory to examine how a fit between goals and means of compliance-gaining messages affects compliance. A field experiment was conducted in which subjects were presented with a compliance-gaining request in which goals and means were varied. Results indicated that compliance rates and donation amounts were higher under conditions of fit between the regulatory orientation of goals and means rather than non-fit. Findings are discussed in light of their implications for compliance-gaining research and regulatory fit theory.