Response to Comments on “How Regulatory Fit Affects Value in Consumer Choices and Opinions"
Published 2/1/2006
Author: Tamar Avnet and E. Tory Higgins
View this content
Executive Summary
The effect of regulatory fit on the value of a decision involves two important components: a “feeling-right” component and a “strength-of-engagement” component. The feeling-right effect is considered to be independent of any hedonic effect. Therefore, although in some cases it might increase a person’s sense of well-being, the main effect of feeling right (or of regulatory fit in general) is to intensify either positive or negative evaluative reactions to something. The distinction between feeling right being a special, nonhedonic type of personal feeling and being a feeling associated with increased engagement strength and motivational force suggests that regulatory fit is a different construct than those that already exist in the literature. In this rejoinder, the authors discuss the difference between regulatory fit effects and other effects, such as “feelings as information,” flow, and relevancy.
Biography
Tamar Avnet is Assistant Professor of Marketing in the Rotman School of Management at Toronto University. Professor Avnet holds a BA in Economics and Management and an MS in Management Sciences, Industrial Relations, and Manpower Administration, both from the Israel Institute of Technology (Technion). She received her MA and doctoral degree from Columbia University. Her research interests are in the areas of decision making, customer judgment and decision behavior, and the mechanism of feelings and emotions within marketing. Her articles have appeared in leading academic journals, including Journal of Consumer Research and Journal of Experimental Social Psychology.
E. Tory Higgins is Stanley Schachter Professor of Psychology, Professor of Business, and Director of the Motivation Science Center at Columbia University (where he also received his doctoral degree in 1973). He has received a MERIT Award from the National Institute of Mental Health, the Thomas M. Ostrom Award in Social Cognition, the Donald T. Campbell Award for Outstanding Contributions to Social Psychology (Society of Personality and Social Psychology), the William James Fellow Award for Distinguished Achievements in Psychological Science (from the American Psychological Society), and the American Psychological Association Award for Distinguished Scientific Contributions.
J Marketing Research, Volume 43, Number 1, February 2006
View Table of Contents.