Transfer of Value From Fit

E. Tory Higgins*, Lorraine Chen Idson, Antonio L. Freitas, Scott Spiegel, Daniel C. Molden

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

492 Scopus citations


People experience regulatory fit when they pursue a goal in a manner that sustains their regulatory orientation (E. T. Higgins, 2000). Five studies tested whether the value experienced from regulatory fit can transfer to a subsequent evaluation of an object. In Studies 1 and 2, participants gave the same coffee mug a higher price if they had chosen it with a strategy that fit their orientation (eager strategy/promotion; vigilant strategy/prevention) than a strategy that did not fit. Studies 3-5 investigated possible mechanisms underlying this effect. Value transfer was independent of positive mood, perceived effectiveness (instrumentality), and perceived efficiency (ease), and occurred for an object that was independent of the fit process itself. The findings supported a value confusion account of transfer.

Original languageEnglish (US)
Pages (from-to)1140-1153
Number of pages14
JournalJournal of personality and social psychology
Issue number6
StatePublished - Jun 2003

ASJC Scopus subject areas

  • Social Psychology
  • Sociology and Political Science


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