ABSTRACT
This chapter reviews the recent developments in regulatory focus research, and provides an overview of the persuasive nature of regulatory fit on consumer judgment and choice. People experience regulatory fit when they process information or make trade-off decisions in a manner that aligns with their regulatory orientation. A review of the literature suggests there are at least three ways in which regulatory fit may be experienced. Regulatory fit makes people 'feel right' about what they are doing and makes them engage more strongly in what they are doing. The effects of regulatory fit and nonfit are not limited to persuasion effects. The regulatory fit effect on persuasion may enhance compliance with various health-related initiatives by rendering the arguments more valid or the advocated cause more worthy of pursuit. Then chapter proposes different mechanisms that may underlie the effects of regulatory fit on persuasion and identify potential boundary conditions.
