Regulatory Fit, Attitudes, and Loyalty: the Interactive Effect of Chronic and Situational Regulatory Focus

Meltem Tugut, Saint Louis University, USA
Mark J. Arnold, Saint Louis University, USA
Rajani Ganesh-Pillai, North Dakota State University, USA
This research proposes that fit between consumers’ chronic and situational regulatory focus enhances their evaluations of and loyalty intentions toward the promoted product. Two experiments were conducted to test the proposed regulatory fit effects in the context of a loyalty program and a favorable restaurant dining experience. Findings from both studies confirm the interactive effect of chronic and situational regulatory focus on attitudes and loyalty intentions of prevention-focused consumers.
[ to cite ]:
Meltem Tugut, Mark J. Arnold, and Rajani Ganesh-Pillai (2011) ,"Regulatory Fit, Attitudes, and Loyalty: the Interactive Effect of Chronic and Situational Regulatory Focus", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 868-869.