How regulatory fit enhances motivational strength during goal pursuit

Abstract

Higgins' (2000) theory of regulatory fit proposes that motivational strength will be enhanced when the manner in which people work toward a goal sustains (rather than disrupts) their regulatory orientation. This enhanced motivational strength in turn should improve efforts at goal attainment. In Experiment 1, predominantly promotion- and prevention-focused participants were given the goal of writing a report on their leisure time, and were assigned either eagerness- or vigilance-framed means to use. Promotion/eagerness and prevention/vigilance participants were about 50% more likely to turn in their reports than promotion/vigilance and prevention/eagerness participants. In Experiment 2, participants read either a promotion- or a prevention-framed health message urging them to eat more fruits and vegetables, and were then asked to imagine either the benefits of compliance or the costs of non-compliance. Promotion/benefits and prevention/costs participants subsequently ate about 20% more fruits and vegetables over the following week than promotion/costs and prevention/benefits participants. The implications of regulatory fit's enhancement of motivational strength are discussed. Copyright © 2004 John Wiley & Sons, Ltd.