Tam, Wing Yin Leona (2005-08). Goal pursuit is more than planning: the moderating role of regulatory fit. Doctoral Dissertation. Thesis uri icon

abstract

  • 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 ?????? fit between consumers?????? 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 ??????value from fit?????? 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 ??????value from fit?????? 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.
  • 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 ?????? fit
    between consumers?????? 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 ??????value from fit?????? 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
    ??????value from fit?????? 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.

publication date

  • August 2005
  • August 2005