Transfer of value from fit.
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.
Higgins
E Tory
ET
Department of Psychology, Columbia University, New York, New York 10027, USA. tory@psych.columbia.edu
Chen Idson
Lorraine
L
Freitas
Antonio L
AL
Spiegel
Scott
S
Molden
Daniel C
DC
D003657:Decision Making; D005260:Female; D006801:Humans; D008297:Male; D009042:Motivation; D011897:Random Allocation; D012649:Self Concept; D014163:Transfer, Psychology