Social Psychology Locomotion , assessment , and regulatory fit : Value transfer from ‘ ‘ how ’ ’ to ‘ ‘ what

@inproceedings{Avnet2003SocialPL,
  title={Social Psychology Locomotion , assessment , and regulatory fit : Value transfer from ‘ ‘ how ’ ’ to ‘ ‘ what},
  author={Tamar Avnet and E. Tory Higgins},
  year={2003}
}
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… CONTINUE READING

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