Transfer of value from fit.

2003/01/01 by E. Tory Higgins, Lorraine Chen Idson, Antonio L. Freitas +2 · 5 citations
Psychology · Business, Management and Accounting · Decision Sciences · #Behavioral Health and Interventions #Consumer Behavior in Brand Consumption and Identification #Decision-Making and Behavioral Economics

paper · doi:10.1037/0022-3514.84.6.1140

openalex publication_date 2003/01/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/03

Abstract

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.

Citations

• Introduction: Motivation
• Other People as a Source of Interest in an Activity
• Availability: A heuristic for judging frequency and probability
• A BEHAVIORAL MODEL OF RATIONAL CHOICE
• Prospect Theory: An Analysis of Decision under Risk
• Advances In Experimental Social Psychology
• Beyond pleasure and pain.

Cited by

• Value From Regulatory Fit
• Regulatory Mode and Preferred Leadership Styles: How Fit Increases Job Satisfaction
• Locomotion, assessment, and regulatory fit: Value transfer from “how” to “what”
• Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness
• Regulatory focus theory [wikipedia]