The Impact of Regulatory (Non) Fit and Task Difficulty on Consumer’S Subsequent Evaluations

Mariana Monfort, Federal University of Parana, Brazil
Danielle Mantovani, Federal University of Parana, Brazil
Paulo Prado, Federal University of Parana, Brazil
Juan José Camou Viacava, Federal University of Parana, Brazil
Based on the regulatory fit phenomenon, the authors investigate the impact of regulatory fit and task difficulty on consumer’s subsequent evaluations. Results from two experiments demonstrate that under low difficult tasks, the regulatory fit holds true, but under a difficult task condition, this effect no longer exists.
[ to cite ]:
Mariana Monfort, Danielle Mantovani, Paulo Prado, and Juan José Camou Viacava (2013) ,"The Impact of Regulatory (Non) Fit and Task Difficulty on Consumer’S Subsequent Evaluations ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.