Engaging the consumer: The opposing forces of regulatory nonfit versus fit

Angela Y. Lee*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

21 Scopus citations


Higgins and Scholer (Higgins, E. T., and Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100-114) propose that while opposing forces do not create value, value is created when people engage in the act of countering these forces. To the extent that feeling wrong from regulatory nonfit may be perceived as an opposing force, their hypothesis can be extended to understanding regulatory nonfit effects. More specifically, while regulatory nonfit does not create value, the experience of regulatory nonfit may signal that something "feels wrong". Consumers may be prompted to counter this feeling wrong experience when they are involved in the decision making process, and this intervention in turn leads to value creation.

Original languageEnglish (US)
Pages (from-to)134-136
Number of pages3
JournalJournal of Consumer Psychology
Issue number2
StatePublished - Apr 2009

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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