title: Transfer of value from fit.
abstract: People experience regulatory fit when they pursue a goal in a manner that sustains their regulatory orientation (E. T. Higgins, 2000). Five studies tested whether the value experienced from regulatory fit can transfer to a subsequent evaluation of an object. In Studies 1 and 2, participants gave the same coffee mug a higher price if they had chosen it with a strategy that fit their orientation (eager strategy/promotion; vigilant strategy/prevention) than a strategy that did not fit. Studies 3-5 investigated possible mechanisms underlying this effect. Value transfer was independent of positive mood, perceived effectiveness (instrumentality), and perceived efficiency (ease), and occurred for an object that w as independent of the fit process itself. The findings supported a value confusion account of transfer.
authors.affiliation: Department of Psychology, Columbia University, New York, New York 10027, USA. tory@psych.columbia.edu
authors.forename: E Tory
authors.initials: ET
authors.lastname: Higgins
authors.forename: Lorraine
authors.initials: L
authors.lastname: Chen Idson
authors.forename: Antonio L
authors.initials: AL
authors.lastname: Freitas
authors.forename: Scott
authors.initials: S
authors.lastname: Spiegel
authors.forename: Daniel C
authors.initials: DC
authors.lastname: Molden
mesh_terms: D003657:Decision Making; D005260:Female; D006801:Humans; D008297:Male; D009042:Motivation; D011897:Random Allocation; D012649:Self Concept; D014163:Transfer, Psychology