Regulatory fit: A meta-analytic synthesis

Scott Motyka, Dhruv Grewal, Nancy M. Puccinelli, Anne L. Roggeveen, Tamar Avnet, Ahmad Daryanto, Ko de Ruyter, Martin Wetzels

Research output: Contribution to journalArticlepeer-review

118 Citations (SciVal)


Regulatory fit, or the match between an individual's regulatory orientation and the strategy used to sustain it, offers a pervasive predictor of customer behavior. Merely reaching a decision in a certain way influences the value of a decision or an outcome. In this research, we conduct a meta-analysis to more fully articulate the role of important conceptual moderators and demonstrate their differential effects on evaluation, behavioral intention, and behavior. In particular, we look at the source of regulatory focus (self-prime, situation-prime, chronic), the orientation (prevention, promotion), how fit is created (sustaining, matching), how fit is constructed (action, observation), and the scope of fit (incidental, integral). We also shed light on the role of several contextual factors.

Original languageEnglish
Pages (from-to)394-410
Number of pages17
JournalJournal of Consumer Psychology
Issue number3
Early online date1 Dec 2013
Publication statusPublished - 31 Jul 2014


  • Matching
  • Meta-analysis
  • Regulatory focus/fit
  • Regulatory orientation
  • Value

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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