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Research Details
Engaging the Consumer: The Opposing Forces of Regulatory Nonfit versus Fit, Journal of Consumer Psychology
Abstract
Higgins and Scholer (Higgins, E. T., and Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100-114) propose that while opposing forces do not create value, value is created when people engage in the act of countering these forces. To the extent that feeling wrong from regulatory nonfit may be perceived as an opposing force, their hypothesis can be extended to understanding regulatory nonfit effects. More specifically, while regulatory nonfit does not create value, the experience of regulatory nonfit may signal that something "feels wrong". Consumers may be prompted to counter this feeling wrong experience when they are involved in the decision making process, and this intervention in turn leads to value creation.
Type
Article
Author(s)
Date Published
2009
Citations
Lee, Angela Y.. 2009. Engaging the Consumer: The Opposing Forces of Regulatory Nonfit versus Fit. Journal of Consumer Psychology.: 134-136.