Value From Regulatory Fit

Abstract— Where does value come from? I propose a new answer to this classic question. People experience regulatory fit when the manner of their engagement in an activity sustains their goal orientation or interests regarding that activity. When there is fit, people engage more strongly in what they are doing and "feel right" about it. Fit influences the strength of value experiences—how good or how bad one feels about something—independently of the pleasure and pain experiences that are associated with outcomes. It uniquely contributes to people's experience of the value of things. Fit is shown to influence judgments and decision making, attitude and behavior change, and task performance.     

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     

Imagining how you'd feel: the role of motivational experiences from regulatory fit

The authors propose that how people imagine they would feel about making a choice is affected not only by the outcome's anticipated pleasure or pain but also by regulatory fit. Regulatory fit occurs when people pursue a goal in a manner that sustains their regulatory state and it intensifies the motivation to pursue that goal. Considering positive outcomes fits a promotion focus more than a prevention focus, whereas the reverse is true for negative outcomes. Thus, it is proposed that anticipating a desirable choice is more intensely positive for promotion than prevention, and anticipating an undesirable choice is more intensely negative for prevention than promotion. The results of three studies support these predictions. Studies 2 and 3 also demonstrate that motivational intensity underlies the stronger responses. Thus, to understand fully what it means to feel good or bad about a prospective choice, motivational experiences from regulatory fit must be considered.     

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.     

Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion

This research demonstrates that people's goals associated with regulatory focus moderate the effect of message framing on persuasion. The results of 6 experiments show that appeals presented in gain frames are more persuasive when the message is promotion focused, whereas loss-framed appeals are more persuasive when the message is prevention focused. These regulatory focus effects suggesting heightened vigilance against negative outcomes and heightened eagerness toward positive outcomes are replicated when perceived risk is manipulated. Enhanced processing fluency leading to more favorable evaluations in conditions of compatibility appears to underlie these effects. The findings underscore the regulatory fit principle that accounts for the persuasiveness of message framing effects and highlight how processing fluency may contribute to the "feeling right" experience when the strategy of goal pursuit matches one's goal.     

The benefits of interpersonal regulatory fit for individual goal pursuit

The present work examines whether individual goal pursuit is influenced by advice and suggestions from interaction partners whose regulatory orientation is perceived to fit (vs. not fit) the individual's orientation. We sought to investigate whether such interpersonal regulatory fit yields motivational consequences for goal pursuit that parallel those of intrapersonal regulatory fit. Furthermore, we investigated whether these effects occur in a symmetrical fashion for promotion- and prevention-oriented individuals. The results of 6 experiments revealed that promotion-oriented individuals profit from interpersonal regulatory fit, experiencing motivational benefits when receiving goal-relevant advice from promotion-oriented interaction partners; however, prevention-oriented individuals do not profit from prevention-oriented interaction partners. These findings support the proposal that regulatory fit can fruitfully be examined as an interpersonal phenomenon, highlighting the role that interaction partners may play in the pursuit of personal goals.     

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.     

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.     

Locomotion, assessment, and regulatory fit: Value transfer from “how” to “what”

Regulatory fit is experienced when people pursue a goal in a manner that sustains their regulatory orientation. Previous research on promotion and prevention orientations has found that regulatory fit increases people’s perception that a decision they made was “right,” which in turn transfers value to the decision outcome, including being willing to pay more for a product than those who chose the same product without regulatory fit (Higgins, 2000; Higgins et al., in press). We predicted that the effect of regulatory fit on monetary value could be generalized to locomotion and assessment orientations. Participants were willing to pay over 40% more for the same book-light when it was chosen with a strategy that fit their regulatory orientation (assessment/“full evaluation”; locomotion/“progressive elimination”) than when it was chosen with a non-fit strategy.     

个体及同伴调节聚焦对目标追求的影响

探讨个体与同伴的调节聚焦对目标追求的影响及感知相似性在其中的作用。回归分析显示,个体促进聚焦×同伴促进聚焦交互项显著预测同伴作用评价、求助意愿及动机水平,简单斜率分析表明,同伴为高促进聚焦时个体促进聚焦的积极效应更明显。中介分析表明,感知相似性是个体促进聚焦×同伴促进聚焦交互项与同伴作用评价、求助意愿之间关系的中介变量。总的来说,同伴调节聚焦能调节个体调节聚焦与目标追求的关系,且这一作用部分受到感知相似性的中介。     

Territorial Cognitions and Social Climate in Urban Neighborhoods

The feeling of regulatory fit is thought to arise from the right kind of goal pursuit, but some studies imply that it may be evoked even by lesser involvement in the right kind of strategies. The present experiment explored the minimum of involvement necessary to evoke regulatory fit. Participants (N = 71) first completed a regulatory focus manipulation task and were then led to believe that they would receive either rich or accurate information concerning vegetable sterols, evoking beliefs that they used eager or vigilant information search strategies. In reality, all participants received the same information. Participants in promotion focus reported more positive attitudes in the rich information condition, whereas prevention-focused participants reported more positive attitudes in the accurate information condition. The results showed that regulatory fit can be evoked through mere thought, without actual goal pursuit and even without engagement in the goal pursuit strategies.     

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.     

Postactional goal pursuit: Consequences of task completion for thought content,affect, and behavioral intentions

Postactional goal pursuit remains an underexplored area of the mindset theory of action phases. According to the theory, individuals enter a postactional phase following the completion of an intention. This phase focuses on evaluating goal outcomes, answering questions such as: Was the goal completed successfully? Was it worth the effort? Contrasting postactional phase with predecisional and actional goal pursuit, the present research examines differences in cognitive orientation, affective responses to feedback, and functional benefits for adapting subsequent goal pursuit. Five experiments show that postactional goal pursuit engenders outcome-focused deliberation, more intense affect in reaction to the current state of goal pursuit, and increased readiness to adapt subsequent goal pursuit to experienced outcomes. Moving beyond conceptual arguments, the present work provides initial evidence that postactional goal pursuit provokes a mindset-like shift suitable for a phase-specific task of outcome evaluation.     

Goal contagion: perceiving is for pursuing

Six studies examined the goal contagion hypothesis, which claims that individuals may automatically adopt and pursue a goal that is implied by another person's behavior. Participants were briefly exposed to behavioral information implying a specific goal and were then given the opportunity to act on the goal in a different way and context. Studies 1-3 established the goal contagion phenomenon by showing that the behavioral consequences of goal contagion possess features of goal directedness: (a) They are affected by goal strength, (b) they have the quality of goal appropriateness, and (c) they are characterized by persistence. Studies 4-6 show that people do not automatically adopt goals when the observed goal pursuit is conducted in an unacceptable manner, because the goal will then be perceived as unattractive. The results are discussed in the context of recent research on automatic goal pursuits.     

Openness to Experience and regulatory focus: Evidence of motivation from fit

Regulatory fit occurs when one’s strategies of goal pursuit sustain one’s interests in an activity, which can enhance motivation [e.g., Higgins, E. T. (2005). Value from regulatory fit. Current Directions in Psychological Science, 14, 209–213]. Because the strategic inclinations of people high (low) in Openness are similar to those of people in a promotion (prevention) focus, regulatory fit should be possible. We found that people higher in Openness were more motivated to pursue promotion-related goals (hopes/aspirations in Study 1 and a gain-framed goal in Study 2) and less motivated to pursue prevention-related goals (duties/obligations in Study 1 and a loss-framed goal in Study 2). We discuss how other traits might relate to motivation to pursue promotion- and prevention-related goals as well as other future research directions for regulatory focus and Openness.     

Regulatory focus and the family–work interface: The role of regulatory fit between cohabiting partners

The aim of the present study was to examine the impact of regulatory focus in goal pursuit and regulatory fit between marital partners on family conditions and the family–work interface. We hypothesized that when both partners are high on promotion focus (fit) they experience higher developmental possibilities at home and have an increased likelihood of family-to-work facilitation (FWF). In addition, we hypothesized that when both partners are prevention focused (fit) they experience less home demands and less family-to-work conflict (FWC). In total, 131 working couples participated in the study. Each partner provided information about his/her own regulatory focus, perceptions of home demands and home developmental possibilities, and experienced FWF and FWC. Results of moderated structural equation modelling analyses largely supported our hypotheses since the interaction between partners’ promotion focus predicted the levels of home developmental possibilities and FWF, whereas the interaction between partners’ prevention focus predicted home demands in the expected direction. In conclusion, the fit between partners’ self regulatory styles can influence family life and, consequently, the impact of family on work.     

The social costs of extrinsic relative to intrinsic goal pursuits: their relation with social dominance and racial and ethnic prejudice

Self-determination theory's distinction between extrinsic and intrinsic goal pursuits offers a possible explanation for ethnic and racial prejudice. Because extrinsic relative to intrinsic goal pursuits (E/I) stimulate interpersonal competition, they were expected to predict social dominance orientation (SDO), which, in turn, would predict racial and ethnic prejudice. Results of a first cross-sectional study showed that E/I goal pursuits are positively associated with prejudice and that SDO partially mediates this association. In a second longitudinal study, we replicated these results. In addition, however, we found evidence for a reciprocal relationship between E/I goal pursuit and SDO. Moreover, both E/I goal pursuit and SDO had an independent effect on increases in prejudice. Implications of these findings are discussed.     

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.     

Value from hedonic experience and engagement

Recognizing that value involves experiencing pleasure or pain is critical to understanding the psychology of value. But hedonic experience is not enough. I propose that it is also necessary to recognize that strength of engagement can contribute to experienced value through its contribution to the experience of motivational force--an experience of the intensity of the force of attraction to or repulsion from the value target. The subjective pleasure/pain properties of a value target influence strength of engagement, but factors separate from the hedonic properties of the value target also influence engagement strength and thus contribute to the experience of attraction or repulsion. These additional sources of engagement strength include opposition to interfering forces, overcoming personal resistance, using the right or proper means of goal pursuit, and regulatory fit between the orientation and manner of goal pursuit. Implications of the contribution of engagement strength to value are discussed for judgment and decision making, persuasion, and emotional experiences.     

How "fun/importance" fit affects performance: relating implicit theories to instructions

People experience a regulatory fit when they employ means of goal pursuit that fit their regulatory orientation, and this fit increases motivation that can enhance performance. The present studies extend previous research on regulatory fit to the classic motivational variables of fun and importance. They also examine for the first time the effect on performance of the fit between individuals' implicit theories about a task's fun or importance and their strategic engagement of the task as fun or important as induced by task instructions. In all three studies, task performance was better when the external task instructions "fit" rather than did not fit participants' implicit theory for the task. The implications of these findings for understanding the motivational effects of fun and importance are discussed.