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- Title
Transfer of value from fit.
- Authors
Higgins, E Tory; Chen Idson, Lorraine; Freitas, Antonio L; Spiegel, Scott; Molden, Daniel C
- 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.
- Publication
Journal of personality and social psychology, 2003, Vol 84, Issue 6, p1140
- ISSN
0022-3514
- Publication type
Journal Article
- DOI
10.1037/0022-3514.84.6.1140