Goal pursuit is more than planning: the moderating role of regulatory fit
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Research indicates that planning helps consumers in their goal pursuit, but little is known about how and when such beneficial effects change with regulatory fit Ã¢ÂÂ fit between consumersÃ¢ÂÂ regulatory orientation and goal pursuit means. Results of three studies show that 1) the benefits of forming implementation intentions, or planning details such as when, where, how, and how long to perform goal-directed actions and attain consumer goals are stronger in regulatory nonfit situations (study 1), and 2) implementation intentions can be viewed as goal pursuit means and be part of the regulatory fit formulation to show the Ã¢ÂÂvalue from fitÃ¢ÂÂ effect on instrumental behavior and goal attainment (studies 2 and 3). Specifically, study 1 showed that consumers in regulatory nonfit situations are more likely to perform instrumental behavior and have higher goal attainment by forming implementation intentions than consumers in regulatory fit situations. This research also provides empirical evidence of the notion of Ã¢ÂÂvalue from fitÃ¢ÂÂ to the regulatory fit literature, that is, the mediating role of motivation intensity in the regulatory fit-instrumental behavior and regulatory fit-goal attainment linkages in studies 2 and 3.
Tam, Wing Yin Leona (2005). Goal pursuit is more than planning: the moderating role of regulatory fit. Doctoral dissertation, Texas A&M University. Texas A&M University. Available electronically from