Regulatory Fit and Non-Fit: How They Work & What They Do

This chapter provides a general overview of the theory of regulatory fit and non fit. It first provides a definition of what regulatory fit is, followed by a demonstration of regulatory fit within different regulatory orientations such as regulatory focus, and locomotion mode. The chapter than discusses the processes behind regulatory fit, and its consequences on decision outcomes, monetary value and personal value. The chapter ends with an overview of the uniqueness of regulatory non-fit and suggests future paths to studying regulatory fit and non-fit theory.