Year: 2006
Type: dissertation
Abstract: Research indicates that planning helps consumers in their goal pursuit, but little is\nknown about how and when such beneficial effects change with regulatory fit – fit\nbetween consumers’ regulatory orientation and goal pursuit means. Results of three\nstudies show that 1) the benefits of forming implementation intentions, or planning\ndetails such as when, where, how, and how long to perform goal-directed actions and\nattain consumer goals are stronger in regulatory nonfit situations (study 1), and 2)\nimplementation intentions can be viewed as goal pursuit means and be part of the\nregulatory fit formulation to show the “value from fit” effect on instrumental behavior\nand goal attainment (studies 2 and 3). Specifically, study 1 showed that consumers in\nregulatory nonfit situations are more likely to perform instrumental behavior and have\nhigher goal attainment by forming implementation intentions than consumers in\nregulatory fit situations. This research also provides empirical evidence of the notion of\n“value from fit” to the regulatory fit literature, that is, the mediating role of motivation\nintensity in the regulatory fit-instrumental behavior and regulatory fit-goal attainment\nlinkages in studies 2 and 3.
Author: Wing Yin Leona Tam
Language: English
Subfield: Applied Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2290052615