Transfer of value from fit

People experience regulatory fit when they pursue a goal in a manner that sustains their regulatory orientation (E. T. Higgins, 2000). Five studies tested whether the value experienced from regulatory fit can transfer to a subsequent evaluation of an object. In Studies 1 and 2, participants gave the same coffee mug a higher price if they had chosen it with a strategy that fit their orientation (eager strategy/promotion; vigilant strategy/prevention) than a strategy that did not fit. Studies 3-5 investigated possible mechanisms underlying this effect. Value transfer was independent of positive mood, perceived effectiveness (instrumentality), and perceived efficiency (ease), and occurred for an object that w as independent of the fit process itself. The findings supported a value confusion account of transfer.     

Tailoring visual images to fit: Value creation in persuasive messages

The present studies aimed to extend Regulatory Fit Theory in the domain of persuasive communication by (a) using printed advertisement images without any verbal claim, instead of purely or mostly verbal messages; (b) selecting the images to fit the distinct orientations of regulatory mode rather than regulatory focus; and (c) priming regulatory mode orientation instead of relying on chronic prevalence of either locomotion or assessment orientation. We found that recipients primed with a locomotion orientation experienced fit, and were more persuaded, when exposed to “dynamic” versus “static” visual images; conversely, recipients primed with an assessment orientation experienced fit and were more persuaded when exposed to “static” versus “dynamic” images. Our findings show that the experience of fit can be induced by visual messages, resulting in positive effects in terms of attitude toward product advertisement and estimated price of advertised products. Copyright © 2010 John Wiley & Sons, Ltd.     

Regulatory mode preferences for autonomy supporting versus controlling instructional styles

Background Three studies carried out in educational settings examined determinants of teacher's instructional styles and students' degree of satisfaction with the learning climates created by such styles. Aims Based upon regulatory mode theory, Studies 1 and 2 tested the hypotheses that teachers' locomotion orientation will be positively related, and their assessment orientation will be negatively related, to autonomy supportive (vs. controlling) instructional styles. Study 3 tested the hypothesis that students' regulatory mode will exhibit a fit effect with the prevalent learning climate in their school. Samples Participants for Study 1 were 378 teachers (278 females); for Study 2 were 96 teachers (65 females); and for Study 3 were 190 students (all males). Method Participants completed questionnaires that included measures of teaching styles (Studies 1 and 2), perceived learning climate and satisfaction (Study 3), and regulatory mode orientations (Studies 1 and 3). In Study 2 regulatory mode orientations were experimentally induced. Results Results confirmed that teachers' autonomy supportive versus controlling styles were positively related to their locomotion orientations and negatively related to their assessment orientation, and that students with a stronger locomotion (vs. assessment) orientation reported a higher level of satisfaction when the learning climate was perceived as autonomy supportive (vs. controlling). Conclusions The present studies show that teachers' preference for adopting an instructional style is influenced by their regulatory mode orientations, and that the effects of a learning climate on students' satisfaction are contingent on a fit between type of learning climate and students' regulatory mode orientations.     

How Self‐Regulation Creates Distinct Values: The Case of Promotion and Prevention Decision Making

I propose that different relations among basic components of self‐regulation produce distinct types of decision value: (a) Outcome value is produced when the consequences of a decision are relevant to the regulatory orientation of the decision maker, (b) value from fit is produced when goal pursuit means suit the regulatory orientation of the decision maker, and (c) value from proper means is produced when goal pursuit means are in agreement with established rules and normative principles. I use the regulatory focus distinction between promotion focus concerns with aspirations and accomplishments and prevention focus concerns with safety and responsibilities (Higgins, 1997, 1998) to illustrate outcome value and value from fit. Justification of a decision is used to illustrate value from proper means. I propose that decision makers are unlikely to distinguish among their experiences of these 3 types of value, and thus value from fit and value from proper means can be transferred to outcome value. I present evidence of such value transfer and consider its implications for value to the customer. I also reconsider sunk costs and the endowment effect in light of there being value beyond outcome value.     

Regulatory fit as a determinant of sport performance: How to succeed in a soccer penalty-shooting

ObjectivesAccording to regulatory focus theory, goal pursuit can be achieved by either keeping a promotion or a prevention focus [Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52, 1280–1300; Higgins, E. T. (2000). Making a good decision: value from fit. American Psychologist, 55, 1217–1230]. Moreover, it has been assumed that people experience fit when they pursue a goal in a manner that sustains their chronic orientation and that fit has a positive impact on performance. In two studies, we investigated the significance of regulatory focus and fit in the realm of sports performance, such as the success rate in a soccer penalty-shooting task.Methods and ResultsIn a pilot study, we assessed the chronic regulatory orientation of 211 athletes from different sports. Among others, we found more promotion focus with attackers than with defenders. In the main study, we assessed the chronic regulatory orientation of 20 soccer players who took part in a penalty-shooting task. For half of them, the task was described in terms of promotion, for the others in terms of prevention. We found a positive impact of regulatory fit on scoring performance.ConclusionsOur findings demonstrate a great potential of regulatory focus theory for the understanding and enhancement of sport performance. The assessment of athletes' chronic regulatory orientation could be of importance for the selection of athletes, the adjustment of tactics and strategies, and coaches' framing of instructions.     

Regulatory mode effects on counterfactual thinking and regret

The present studies examined the influence of two regulatory mode concerns—a locomotion concern with movement from state to state and an assessment concern with making comparisons [see Higgins, E. T., Kruglanski, A. W., & Pierro, A. (2003). Regulatory mode: Locomotion and assessment as distinct orientations. In M. P. Zanna (Ed.), Advances in Experimental Social Psychology (Vol. 35, pp. 293-344). New York: Academic Press]—on engaging in counterfactual thinking and experiencing post-decisional regret. When contemplating a decision with a negative outcome, it was predicted that high (vs. low) locomotion would induce less counterfactual thinking and less regret, whereas the opposite would be true for high (vs. low) assessment. Locomotion and assessment orientations were measured as chronic individual differences in Study 1 and 2, and were induced experimentally in Study 3. In Study 1 and 3 a purchase scenario with a negative outcome was used to elicit counterfactuals and regret, while in Study 2 participants were asked to recall one of their own personal purchases that had a negative outcome. The results supported our predictions. We discuss the implications of these findings for the nature of counterfactual thinking and regret from the perspective of their relation to regulatory mode.     

The embodied cognition theory and the motor component of “yes” and “no” verbal responses

Most of the experiments which give theories of embodied cognition their empirical anchorage only take into consideration the motor responses induced by the task or the motor component of the visual stimulus. And yet, these motor responses are often associated with a linguistic answer. Our hypothesis is that “YES” and “NO” verbal responses have a motor component. In a first experiment we showed that producing a verbal response (YES vs. NO) involves motor planning (pushing vs. pulling): participants push a lever more quickly when they have to answer “yes” than “no”, and conversely, they pull a lever more quickly when they have to answer “no” than “yes”. Moreover, in a second experiment, we showed that perceiving the words “YES” and “NO”, on its own, leads to the same motor planning than when “yes” and “no” answers actually have to be produced. Participants detect the word “YES” faster when they have to push a lever than when they have to pull it and conversely they detect the word “NO” faster when they have to pull the lever than when they have to push it down. These results are discussed in reference to “online” and “offline embodiment” concepts and to the cognitive linguistic theories.     

Leadership style and regulatory mode: Value from fit?

In this article, we consider the relationship between regulatory orientation and transformational leadership. Specifically, we propose that the effectiveness of transformational leadership depends on followers’ regulatory mode—the manner in which they pursue goals. Based on regulatory fit theory ([Higgins, 2000] and [Higgins, 2002]), we hypothesize that transformational leadership will be more effective in increasing motivation and eliciting positive evaluations from people with more of a locomotion mode (those who focus on movement from one state to another) rather than people with more of an assessment mode (those who make comparisons and judgments before acting). We find support for these ideas using data collected from a survey of executives and two original experimental designs, one in which regulatory mode is measured as a chronic disposition and the other in which it is situationally induced.     

调节性匹配理论述评

在决策、动机领域,Higgins（2000）提出了一种新的理论——调节性匹配理论。所谓调节性匹配（regulatoryfit）,指的是个体的自我调节定向与其行为策略之间的匹配。该理论认为,调节性匹配能增强个体在目标追求过程中的动机强度、主观评价和情绪体验,从而对个体的行为决策产生重要影响。文章围绕调节性匹配的概念、产生、效应及应用价值等问题对相关研究进行综述,并在此基础上提出了现有研究存在的问题及未来的研究方向     

Responding to negativity: How a risky tactic can serve a vigilant strategy

Regulatory focus theory distinguishes between two motivational systems—a promotion system concerned with nurturance and advancement and a prevention system concerned with security and safety [Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52, 1280-1300]. In signal detection terms, a preference for eager strategies within the promotion system has been equated with a “risky” bias, whereas a preference for vigilant strategies within the prevention system has been equated with a “conservative” bias. However, we propose that when prevention-focused individuals face negative input, they should be willing to incur false alarms to ensure that negative stimuli are correctly identified. Across six studies, we found for negative stimuli a reversal of the traditional finding that prevention participants show a conservative bias in information processing. In these studies, prevention participants consistently exhibited a risky bias when the input was negative. We suggest that this new tactic—a risky bias in response to negativity—best serves the prevention strategy of vigilance.     

Making a good decision: value from fit

The classic answer to what makes a decision good concerns outcomes. A good decision has high outcome benefits (it is worthwhile) and low outcome costs (it is worth it). I propose that, independent of outcomes or value from worth, people experience a regulatory fit when they use goal pursuit means that fit their regulatory orientation, and this regulatory fit increases the value of what they are doing. The following postulates of this value from fit proposal are examined: (a) People will be more inclined toward goal means that have higher regulatory fit, (b) people's motivation during goal pursuit will be stronger when regulatory fit is higher, (c) people's (prospective) feelings about a choice they might make will be more positive for a desirable choice and more negative for an undesirable choice when regulatory fit is higher, (d) people's (retrospective) evaluations of past decisions or goal pursuits will be more positive when regulatory fit was higher, and (e) people will assign higher value to an object that was chosen with higher regulatory fit. Studies testing each of these postulates support the value-from-fit proposal. How value from fit can enhance or diminish the value of goal pursuits and the quality of life itself is discussed.     

Regulatory fit: A meta‐analytic synthesis

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 Price of a Piece of Cheese: Value from Fit Between Epistemic Needs and a Learning Versus an Outcome Focus

In decision making, people can focus on decisional outcomes (outcome focus), but they can also focus on gaining knowledge about the decisional domain (learning focus). Furthermore, people differ in the strength of their epistemic needs—their preference for developing a rich and accurate understanding of the world. We invoke the regulatory fit theory to predict that higher epistemic needs better fit a learning focus than lower epistemic needs, resulting in a greater increase in valuation of the chosen option when a learning rather than an outcome focus is induced. This general hypothesis was tested and supported in three studies, each focusing on a different proxy to epistemic needs. Thus, individuals experienced greater value when they had lower expertise (Study 1), higher need for assessment (Study 2), and higher need for cognition (Study 3) when a learning rather than an outcome focus was induced. Implications for work on epistemic needs, regulatory fit theory, and decision‐making practice are discussed. Copyright © 2011 John Wiley & Sons, Ltd.     

The effects of managerial regulatory fit priming on reactions to explanations

We investigated the interactive effects of regulatory focus priming and message framing on the perceived fairness of unfavorable events. We hypothesized that individuals’ perceptions of fairness are higher when they receive a regulatory focus prime (promotion versus prevention) that is congruent with the framing of an explanation (gain versus loss), as opposed to one that is incongruent. We also hypothesized that these effects are mediated by counterfactual thinking. Three studies revealed that primed regulatory fit (promotion/gain or prevention/loss) led to higher levels of justice perceptions than regulatory misfit (promotion/loss or prevention/gain). Additionally, “could” and “should” counterfactuals partially mediated the relationship between regulatory fit and interactional justice (Study 3).     

Prioritizing association strength versus value: the influence of self-regulatory modes on means evaluation in single goal and multigoal contexts

Means of goal attainment are said to be multifinal when they are capable of attaining more than 1 goal at the same time. Such means have an advantage over unifinal means because they have the potential to attain greater overall value. However, they have the disadvantage (relative to unifinal means) of diluting the association between the means and each of the goals (Zhang, Fishbach, & Kruglanski, 2007). In turn,diluted association strength is often interpreted as reduced means’ instrumentality. Given these tradeoffs between value (favoring a multifinal option) and instrumentality (favoring the unifinal option), the question is under what conditions 1 or the other would be selected. Based on regulatory mode theory(Higgins, Kruglanski, & Pierro, 2003; Kruglanski et al., 2000), we predicted and found in 5 experiments that individuals operating in a locomotion self-regulatory mode prefer a unifinal to multifinal means,whereas individuals operating in an assessment mode prefer multifinal to unifinal means. Implications of these findings for self-regulatory phenomena are discussed.     

Self‐regulation predicts risk‐taking through people's time horizon

In the context of decision‐making research, people's regulatory orientation mode (i.e., assessment and locomotion modes) has been included among the most prominent individual difference variables, which may potentially account for choice behaviour. Thus, the main objective of our experiment was to investigate the relations between habitual use of regulatory mode and risk‐taking through people's time horizon. Risk‐taking was appraised using a behavioural measure (i.e., BART) 1 month following evaluation of habitual use of regulatory mode. The findings revealed a significant negative association between the assessment mode and risk‐taking through individual differences in time horizon.     

Social desirability, personality questionnaires, and the “better than average” effect

It is well established that respondents are much more likely to rate themselves highly on personality questionnaire items with high social desirability (SD) than on items with low SD. However, conflicting explanations have been offered for this phenomenon. In the present study, 286 participants were randomly assigned to four groups that rated 119 items from two well-known personality questionnaires. One group of participants rated themselves, a second group rated their family and friends, a third rated “people in general,” and a fourth rated the items’ SD. It was found that mean SD ratings of personality items were highly correlated with mean self-ratings and with mean ratings of family and friends for the same items (all rs > .800), but not with mean ratings of “people in general.” In other words, participants strongly tended to rate themselves, their family, and their friends as high on socially desirable qualities, but this tendency did not extend to ratings of people in general. These results support the conclusion that respondents’ personality ratings of themselves, their family and friends, but not of people in general, are influenced by the form of self-serving bias known as the “better than average effect.”     

Moral value transfer from regulatory fit: what feels right is right and what feels wrong is wrong

People experience regulatory fit (E. T. Higgins, 2000) when the strategic manner of their goal pursuit suits their regulatory orientation, and this regulatory fit feels right. Fit violation feels wrong. Four studies tested the proposal that experiences of fit can transfer to moral evaluations. The authors examined transfer of feeling wrong from fit violation by having participants in a promotion or prevention focus recall transgressions of commission or omission (Studies 1 and 2). Both studies found that when the type of transgression was a fit violation, participants expressed more guilt. Studies 3 and 4 examined transfer of feeling right from regulatory fit. Participants evaluated conflict resolutions (Study 3) and public policies (Study 4) as more right when the means pursued had fit.     

Individual strategy preferences and decisional fit

The present research introduces the concept of decisional fit. A decision maker experiences decisional fit when the individually preferred decision strategy fits the actually applied strategy. In accordance to other fit‐concepts in psychology (e.g., person–environment fit), we expected positive effects of decisional fit. Five studies examine the effects of a fit between the individual preference for intuition and deliberation (PID) and the actually used decision strategy (intuition or deliberation). A comparison of extreme types (according to participants' values on the PID scale) revealed that decisional fit enhances the perceived value of the chosen or evaluated object (Studies 1–3). In Studies 4 and 5, participants experienced less regret after decisional fit. The findings highlight the importance of considering individual differences when comparing intuitive and deliberate decision making, because strategy preferences interact with applied strategies. Copyright © 2008 John Wiley & Sons, Ltd.     

调节模式理论：自我调节领域的新进展

作为Higgins自我调节理论体系的重要组成部分,调节模式理论认为自我调节包括运动和评估两种模式,两者分别关注状态的改变和最佳方案的获得。本文分析了两种调节模式的特点并介绍了其测量及诱导方法,概括了调节模式对基本心理现象的影响以及调节匹配效应有关的研究,并对新近进展进行了介绍。未来研究尚可针对调节模式的形成、多元化测量工具及诱发范式的开发、及其对反事实思维等特定心理现象的影响等问题作更深入探讨。