Locomotion, Assessment, and Regulatory Fit : Value Transfer from 'How' to 'What'

Regulatory fit is experienced when people use goal pursuit means that fit their regulatory orientation. Previous research found that regulatory fit affects people’s sense of importance toward the decision, which in turn can transfer to the value of the decision outcome (Higgins et al., 2002) and affects its monetary value (Higgins, 2000). The effect of regulatory fit on monetary value is such that people in a fit condition will be willing to pay more for the same chosen product as compare to people in a non-fit condition. We predicted that the effect of regulatory fit on monetary value could be generalized to locomotion and assessment motivation modes. Participants were willing to pay over 40% more for the same book-light when it was chosen with a strategy that fit their regulatory orientation (assessment/“full evaluation”; locomotion/“progressive elimination”) than when it was chosen with a non-fit strategy