We focus on three critical areas of future research on regulatory fit. The first focuses on how regulatory orientation gets sustained. We argue that there are two distinct approaches that bring about the 'just right feeling': (1) process-based (involving the interaction between regulatory...

Regulatory focus theory (Higgins, 1997) distinguishes between self-regulatory processes that focus upon promotion (gain-focused) and prevention (loss-focused) strategies for goal pursuit. Five studies provide support for the hypothesis that these self-regulatory strategies differ for individuals...

This research examines how a focus on time versus money can lead to two distinct mindsets that impact consumers' willingness to donate to charitable causes. The results of three experiments, conducted both in the lab and in the field, reveal that asking individuals to think about "how much time...

This paper reports results from a longitudinal field experiment examining the evolution of relationships between consumers and an on-line photography brand in response to brand personality and transgression manipulations. Development patterns differed significantly for the two personalities,...

In this research, we investigate the impact of significant life experiences on intertemporal decisions among young adults. A series of experiments focus specifically on the impact of experiencing the death of a close other by cancer. We show that such an experience, which bears information about...

This research examines the effect of target marketing on members of the advertiser's intended audience as well as members not in the target market: the "non-target market." The results of three experiments show that unfavorable non-target market effects are stronger for members of...

This research explores the extent to which differences in perceived diagnosticity as compared with differences in the accessibility of associations embedded in persuasion appeals better account for the attitudinal differences found in the culture and persuasion literature. Experiment 1...

This research examines the dynamic process of inference updating. We present a framework that delineates two mechanisms that guide the updating of personality trait inferences about brands. The results of three experiments show that chronics (those for whom the trait is accessible) update their...