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Are All Experiences of Fit Created Equal? Two Paths to Consumers Evaluations

by Tamar Avnet, Daniel Laufer ยท 2011

ISBN:  Unavailable

Category: Unavailable

Page count: 42

This paper examines how regulatory fit influences evaluations through two separate mechanisms. The first mechanism attributes "feeling right" from fit to positive feelings about the target, making any type of evaluation more positive. The second mechanism attributes "feeling right" to the "rightness" of the reactions about the target, making negative evaluations more negative and positive evaluations more positive. Across four studies and two consumer domains, level of involvement is shown to be responsible for activating one mechanism as opposed to the other. Under low involvement, fit (as compared to non-fit) was found to increase positive feelings toward the target which in turn increased the positivity of evaluations. Under high involvement, fit was found to magnify the valence of evaluations as well as increase confidence in them.