Experiencing fit also acts as an intensifier, making positive experiences feel especially good and negative ones especially bad.Ĭould it also affect our moral decision-making? Marketing professor Angela Lee, who has studied regulatory fit for years, thought so. ![]() In fact, regulatory fit enhances the persuasiveness of an appeal, increases how much people enjoy tasks, and makes them more willing to spend money. Previous studies have shown that when people experience regulatory fit, things just feel more natural, and they become more engaged. We experience regulatory fit when the way we approach a goal matches our preferred style (imagine a promotion-focused person brainstorming ways to make everything go well) and nonfit when there’s a mismatch between tactics and style (imagine a promotion-focused person making a list of potential pitfalls). Most of us instinctively favor one or the other, but these inclinations aren’t set in stone and can be somewhat context-dependent. But according to two researchers at the Kellogg School, there’s another important consideration you probably wouldn’t imagine: a psychological phenomenon called “regulatory fit.”ĭecades of research have identified two basic approaches to motivation: a promotion-focused style, which emphasizes aspiration and thinking about positive outcomes, and a prevention-focused style, which focuses on maintaining safety, fulfilling obligations, and avoiding problems. ![]() You might remind yourself of how happy you are overall, so you don’t need to cut corners, or (in the case of financial temptation) how much money you have in savings, so there is no need to get more through questionable means.
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