Exploring the complexities of value creation: The role of engagement strength

Regulatory engagement theory (Higgins, E. T. (2006). Value from hedonic experience and engagement. Psychological Review, 113, 439–460; Higgins, E.T. &; Scholer, A.A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology) proposes that engagement strength plays a critical role in the creation of value intensity. We discuss the ways in which engagement, in this model, can be distinguished from arousal, motivation to act, and experienced difficulty. We distinguish between the mechanisms and predictions made by regulatory engagement theory versus cognitive dissonance theory and a goal systems approach. We also describe the complexities and conditions under which some sources of engagement strength (e.g., regulatory fit) may relate to value creation. For instance, while regulatory fit has more typically been associated with increased engagement strength, regulatory nonfit may also sometimes increase engagement by serving as an obstacle to be overcome. We review existing evidence and highlight open questions related to the role of engagement strength in creating value.     

Engaging the consumer: The opposing forces of regulatory nonfit versus fit

Higgins and Scholer (Higgins, E. T., and Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100-114) propose that while opposing forces do not create value, value is created when people engage in the act of countering these forces. To the extent that feeling wrong from regulatory nonfit may be perceived as an opposing force, their hypothesis can be extended to understanding regulatory nonfit effects. More specifically, while regulatory nonfit does not create value, the experience of regulatory nonfit may signal that something “feels wrong”. Consumers may be prompted to counter this feeling wrong experience when they are involved in the decision making process, and this intervention in turn leads to value creation.     

Engaging the consumer: The science and art of the value creation process

Regulatory engagement theory [Higgins, E. T. (2006). Value from hedonic experience and engagement. Psychological Review, 113, 439–460.] proposes that value is a motivational force of attraction to or repulsion from something, and that strength of engagement contributes to value intensity independent of hedonic and other sources of value direction. This paper reviews different sources of engagement strength, including dealing with challenges by opposing interfering forces and overcoming personal resistance, preparing for something that is likely to happen, and using “fit” or “proper” means of goal pursuit. We present evidence that each of these sources of engagement strength can intensify the value of something, and we show how stronger engagement can not only make something positive more positive but also make something negative more negative. We also discuss how these effects of stronger engagement on the value of something else are independent of actors' own personal experiences during goal pursuit. We then broaden regulatory engagement theory by describing the nature of these personal experiences from different sources of engagement strength—distinct positive experiences (e.g., feeling “pleasure” vs. feeling “right”) and distinct negative experiences (e.g., feeling “tension” vs. feeling “defiance”)—and consider the science and art of combining them with engagement strength for maximal persuasion and influence.     

消费行为领域中的调节定向

调节定向理论(Higgins,1997)超越传统享乐主义动机,区分出“促进”和“预防”两种调节性动机系统,近年已成为消费行为领域的研究热点之一.调节定向影响着消费者购物决策整个过程,受被试因素(文化背景、自我建构)、刺激因素(信息框架、解释水平、非言语线索、商品属性)和情境因素(决策时间距离、任务操纵)的影响,通过直接作用、调节关联效应和调节匹配效应三种途径决定信息的说服效果,并且受到精细加工可能性的调节.管理者应特别注意具体营销情境中的调节定向,合理利用调节匹配效应.未来研究应关注调节投入理论、调节定向的前因变量以及同网络购物情境相结合,并探索如何削弱预防定向对营销的不利影响.     

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.     

The role of exploratory buying behavior tendencies in choices made for others

We examine whether the consumer trait of exploratory buying behavior tendencies (EBBT; Baumgartner, H., and Steenkamp, J.E.M. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13, 121–137.) can influence even choices made for others. The results of three experiments in a gift-giving context show that high (vs. low) EBBT individuals have greater salience of hedonic search motives and consequently form more diverse consideration sets while purchasing a gift. Further, when working with a specific gift budget, high EBBT consumers are more likely to diversify their gift choices by buying a greater number of relatively lower-priced gift items. We also find that the effects of the EBBT trait are significantly attenuated when the regulatory focus of the person making the gift decision is one of prevention rather than promotion. Discussion focuses on implications and future research directions regarding the relationship between exploratory buying behavior tendencies and consumer decision-making.     

When 'fit' leads to fit, and when 'fit' leads to fat: how message framing and intrinsic vs. extrinsic exercise outcomes interact in promoting physical activity

A unique aspect of exercise is that people may choose to engage in it to achieve a variety of outcomes, ranging from extrinsic (appearance, health) to intrinsic (satisfaction, enjoyment). We examined how the impact of gain- vs. loss-framed messages depends on the type of outcome emphasised. Drawing from regulatory focus theory (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), we predicted that gain-framed messages would 'fit' with intrinsic outcomes and loss-framed messages would 'fit' with extrinsic outcomes, but the effect of such fit on physical activity would depend on the participants' need for cognition (NC). We tested these hypotheses with a sample of 176 sedentary young adults who read an exercise message with randomly assigned frame (gain/loss) and outcome (intrinsic/extrinsic). Participants provided daily reports of exercise over the following week. The predicted interaction between frame, outcome and NC was found (p=0.001) such that a 'fit' message promoted somewhat, but not significantly, greater exercise for those with high NC, but a 'non-fit' message promoted significantly greater exercise for those with low NC. Furthermore, differences in physical activity were partially mediated by attitudes towards exercise. Findings shed light on how the outcomes and motivations associated with physical activity shape people's behavioural responses to framed health communications.     

Book Reviews

Book review in this Article
O tis , J. L., and L eukart , R. H. Job Evaluation
OSS A ssessment S taff . Assessment of Men.
R yan , T homas A. Work and Effort
P igors , P aul, and M yers , C. A. Personnel Administration. New York: M c
B urtt , H. E. Applied Psychology.
S elekman , B. M. Labor Relations and Human Relations. New York: M c
F isher , W. E. Conference Leader's Guide. (Bull. No. 15, Industrial Relations Section, California Institute of Technology.) Pasadena, Calif. Pp. 28.
F lanagan , J. C. (Ed.) The Aviation Psychology Program in the Army Air Forces.
G hiselli , E. E., and B rown , C. W. Personnel and Industrial Psychology.
K aufmann , F ritz . Your Job.
L ewin , K urt (Edited by Gertrude Weiss Lewin). Resolving Social Conflicts.     

Employee commitment and motivation: a conceptual analysis and integrative model

Theorists and researchers interested in employee commitment and motivation have not made optimal use of each other's work. Commitment researchers seldom address the motivational processes through which commitment affects behavior, and motivation researchers have not recognized important distinctions in the forms, foci, and bases of commitment. To encourage greater cross-fertilization, the authors present an integrative framework in which commitment is presented as one of several energizing forces for motivated behavior. E. A. Locke's (1997) model of the work motivation process and J. P. Meyer and L. Herscovitch's (2001) model of workplace commitments serve as the foundation for the development of this new framework. To facilitate the merger, a new concept, goal regulation, is derived from self-determination theory (E. L. Deci & R. M. Ryan, 1985) and regulatory focus theory (E. I. Higgins, 1997). By including goal regulation, it is acknowledged that motivated behavior can be accompanied by different mindsets that have particularly important implications for the explanation and prediction of discretionary work behavior.     

Abstracts

Articles abstracted:
Hetherington, E. M. and Stanley-Hagan, M. (1999) The adjustment of children with divorced parents: a risk and resiliency perspective. Journal ofChild Psychology and Psychiatry , 40: 129-140.
Webster-Stratton, C. and Hammond, M. (1999) Marital conflict managementskills, parenting style, and early-onset conduct problems: processesand pathways. Journal of Child Psychology and Psychiatry , 40: 917-928.
Shaw, D. S., Winslow, E. B. and Flanagan, C. (1999) A prospective study ofthe effects of marital status and family relations on young children's adjustment among African American and European American Families. ChildDevelopment , 70: 742-755.
Lindahl, K. M. and Malik, N. M. (1999) Marital conflict, family process,and boys' externalising behaviour in Hispanic American and EuropeanAmerican families. Journal of Clinical Child Psychology , 28: 12-24.
Hart, C. H., Nelson, D. A., Robinson, C. C., Olsen, S. F. and McNeilly-Choque, M. K. (1998) Overt and relational aggression in Russian nursery-school-age children: parenting style and marital linkages. DevelopmentPsychology , 34: 687-697.
Shek, D. T. (1999) Parenting characteristics and adolescent psychologicalwell-being: a longitudinal study in a Chinese context. Genetic, Social andGeneral Psychology Monographs , 125: 27-44.     

Hedonic capacity and schizotypy revisited: a taxometric analysis of social anhedonia

P. E. Meehl (1962) originally conjectured that hedonic capacity was an indicator of the latent class or taxon of schizotypy. However, P. E. Meehl (1989, 1990) subsequently diminished the role of hedonic capacity in his theory, indicating that hypohedonia is one of a dozen normal-range (nontaxonic) individual-differences factors that may potentiate the expression of schizophrenia. This dimensional-only view of hedonic capacity was tested by applying taxometric procedures to the Revised Social Anhedonia Scale (RSAS; M. L. Eckblad, L. J. Chapman, J. P. Chapman, & M. Mishlove, 1982) in a sample of college students (N = 1,526). Analyses indicated that the construct measured by the RSAS is taxonic in nature with a base rate approximating .10. These data are interpreted in the context of other findings suggesting that social anhedonia is an indicator of schizotypy.     

Can depression be de-medicalized in the 21st century: scientific revolutions, counter-revolutions and the magnetic field of normal science

This article is about our scientific investigations of the change mechanisms in cognitive therapy (CT) for depression. In a previous clinical trial, we found that so-called 'cognitive' interventions were not necessary for the success of CT: the behavioral activation (BA) component, a treatment precluding attempts to change thinking, worked as well as the entire CT package, both in maximizing acute treatment response and in relapse prevention over a two year period. We tentatively suggested at the time of publication [Jacobson, N. S., Dobson, K. S., Truax, P. A., Addis, M. E., Koerner, K., Gollan, J. K., Gortner, E. T., & Prince, S. E. (1996). A component analysis of cognitive-behavioral treament for depression. Journal of Consulting and Clinical Psychology, 64, 295-304; Gortner, E. T., Gollan, J. K., Dobson, K. S., & Jacobson, N. S. (1998). Cognitive-behavioral treatment for depression: relapse prevention. Journal of Consulting and Clinical Psychology, 66, 377-384.] that the 'cognitive' components of CT may not only be unnecessary but potentially a liability, since they result in a less parsimonious treatment package that may be not be cost effective. In this article, we not only defend this contention, but counteract the skepticism expressed by some CT advocates that the quality of our CT was deficient. Finally, we describe a study designed to confirm our conclusions from the earlier trial and, in the process, reintroduce a contextual perspective on depression, one which counters the currently dominant defect models reflected in both Beck's cognitive model and in theories that emphasize biological causation.     

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.     

When ‘fit’ leads to fit,and when ‘fit’ leads to fat: How message framing and intrinsic vs. extrinsic exercise outcomes interact in promoting physical activity

A unique aspect of exercise is that people may choose to engage in it to achieve a variety of outcomes, ranging from extrinsic (appearance, health) to intrinsic (satisfaction, enjoyment). We examined how the impact of gain- vs. loss-framed messages depends on the type of outcome emphasised. Drawing from regulatory focus theory (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), we predicted that gain-framed messages would ‘fit’ with intrinsic outcomes and loss-framed messages would ‘fit’ with extrinsic outcomes, but the effect of such fit on physical activity would depend on the participants’ need for cognition (NC). We tested these hypotheses with a sample of 176 sedentary young adults who read an exercise message with randomly assigned frame (gain/loss) and outcome (intrinsic/extrinsic). Participants provided daily reports of exercise over the following week. The predicted interaction between frame, outcome and NC was found (p?=?0.001) such that a ‘fit’ message promoted somewhat, but not significantly, greater exercise for those with high NC, but a ‘non-fit’ message promoted significantly greater exercise for those with low NC. Furthermore, differences in physical activity were partially mediated by attitudes towards exercise. Findings shed light on how the outcomes and motivations associated with physical activity shape people's behavioural responses to framed health communications.     

The Loss of Loss Aversion: Paying Attention to Reference Points

We agree with Gal and Rucker ( 2018 , in press) that loss aversion is not as firmly established as typically assumed. We affirm, however, the more general principle put forward within Prospect Theory (D. Kahneman & A. Tversky, 1979), which is that reference points increase people's sensitivity to objective changes in value. We show how the literatures on counterfactual thought, social comparison, and goal pursuit are consistent with the notion that reference points increase sensitivity to change in value, while not being consistent with loss aversion. We then examine, within the framework of Regulatory Focus theory (E. T. Higgins, 1997, 1998), how different reference points combine with characteristics of the actor and the situation to give rise to loss aversion (more sensitivity to negative outcomes than to positive outcomes) as well as to the reverse pattern (more sensitivity to positive outcomes than to negative outcomes). Our review suggests that the status quo, even when used as a reference point, is not necessarily neutral. It also suggests that anchor points other than the status quo may serve as reference points and that people may use more than one reference point simultaneously. More generally, we call for a critical examination of the “bad is stronger than good” principle.     

Book Reviews

Book review in this article
M aier , N orman R. F. Problem Solving and Creativity in Individuals and Groups.
D u B rin , A ndrew J. The Practice of Managerial Psychology.
C ohey , E. R aymond and S tar , S teven H. Organization Strategy: A Marketing Approach.
K oontz , H arold . Appraising Managers as Managers.
S hepard , J on M. Automation and Alienation: A Study of Office and Factory Workers.
S ibson , R obert E. Managing Professional Services Enterprises: The Neglected Business Frontier.
M aher , J ohn R. (Editor). New Perspectives in Job Enrichment.
V aid , K. N. Papers on Absenteeism.
J affee , C abot L. Effective Management Selection: An Analysis of Behavior by Simulation Techniques.
W egneh , R obert E. C. and S ayles , L eonard . Cases in Organizational and Administrative Behavior.
D uerr , C arl . Management Kinetics: Carl Duerr on Communication.
M c F arland , D. E. (Editor). Personnel Management.
D eci , E dward L., G ilmer , B. V on H aller and K arn , H arry W. Readings in Industrial and Organizational Psychology.
B ursk , E dward C. and B lodgett , T imothy B. (Editors). Developing Executive Leaders.
S eashore , S tanley E. and M c N eil , R obert J. (Editors). Management of the Urban Crisis: Government and the Behavioral Sciences.
K laus , D avid J. Instructional Innovation and Individualization.
P eskin , D ean B. The Building Blocks of EEO.
M ussen , P aul H. and R osenzweig , M ark R. (Editors). Annual Review of Psychology, Volume 23, 1972.     

When do self-discrepancies have specific relations to emotions? The second-generation question of Tangney, Niedenthal, Covert, and Barlow (1998)

Self-discrepancy theory (E. T. Higgins, 1987) hypothesizes that actual-ideal discrepancies are uniquely related to dejection emotions, whereas actual-ought discrepancies are uniquely related to agitation emotions. A review of the literature testing this hypothesis supports an affirmative-answer to the question "Is there an effect?" However, as the results of J. P. Tangney, P. M. Niedenthal, M. V. Covert, and D. H. Barlow's (1998) study indicate, the predicted unique relations are not always found. Their article contributes to the development of self-discrepancy theory by shifting attention to the second-generation question "When is there an effect?" Four variables that moderate the likelihood of finding unique discrepancy-emotion relations are discussed in the present article: the magnitude of a self-discrepancy, the accessibility of a self-discrepancy, the applicability and relevance of a self-discrepancy in a current context, and the importance of a self-discrepancy to the person.     

A regulatory focus model of self-evaluation

Regulatory focus theory [Higgins, E. T. (1998). Promotion and prevention: Regulatory focus as a motivational principle. In M. P. Zanna (Ed.), Advances in experimental social psychology (Vol. 30, pp. 1-46). New York: Academic Press.] argues that concerns with growth and nurturance (i.e., a promotion focus) and concerns with safety and security (i.e., a prevention focus) produce different motives and perception. The current studies test whether regulatory focus also affects individuals’ strivings for self-evaluation. Specifically, we argue that a promotion or a prevention focus directs the self-evaluation process to self-esteem or self-certainty, respectively. Two studies supported this prediction by demonstrating that regulatory focus affects the strength of self-evaluation goals and individuals’ reactions to goal failure. In Study 1, we found that a promotion focus led to a stronger self-esteem goal (as measured by greater accessibility of esteem-related words), whereas a prevention focus led to a stronger self-certainty goal (as measured by greater accessibility of certainty-related words). In Study 2, a promotion failure led to lower self-esteem than a prevention failure, but a prevention failure led to lower self-certainty than a promotion failure. This research suggests an unrecognized role of nurturance and safety concerns in understanding the self-evaluation process.     

Transformational escapes: Accessing consumer transformation through extraordinary experiences

Previous research implies that the transformational potential of extraordinary experiences arises from the engagement with the experiential context, although we still do not know how this process happens and to what extent it changes consumers. In this article, we explore the processes by which consumers transform themselves through extraordinary experiences and the characteristics of such a transformation. Based on a three-year ethnography in the context of marathon running, we identified the three processes that engender consumer transformation: the physical transformation process, the mental transformation process, and the discursive transformation process. These processes are sheltered by the transformational escape, defined as the consumption setting that integrates structural and antistructural features through the engagement of consumers' routine with the extraordinary experience, enabling consumer transformation. We extend current theorizations by revealing the dynamics that elongate extraordinary experience duration, enable the dynamic between routine and extraordinary experience, and enlarge the reach of consumer transformation.     

体验购买、实物购买与幸福感:关系需要满足的中介作用

基于自我决定理论,本研究考察了体验购买与实物购买这两种购买方式与个体享乐幸福感和意义幸福感的关系,并探索了个体的关系需要满足在其中的中介作用。采用回忆范式启动不同购买经历之后,被试依次完成关系需要满足问卷、享乐幸福感与意义幸福感量表。结果显示,体验购买组的享乐幸福感和意义幸福感都显著高于实物购买组;关系需要满足程度在购买类型与享乐幸福感、意义幸福感的关系间分别起到中介作用,这表明购买类型通过满足个体的关系需要进而提升其享乐幸福感和意义幸福感水平。