Regulatory Fit Effect on Consumer Wellness: Goal Reinforcement vs. Goal Implementation


讲座时间:2018年9月28日 上午10:30 - 12:00





The present research examines the impact of regulatory fit on consumer wellness. In two field studies, participants engaged in a 4-week getting-fit program in a yoga studio and received daily reminders of their goal of body slimming. 

Results showed that (1) regulatory fit facilitates goal attainment in a weight loss context, (2) regulatory goal reinforcement is more effective than regulatory goal implementation intentions, and (3) regulatory fit intensifies the goal reinforcement effect as well as the goal implementation intentions effect.  


Professor Iris Hung is Professor of Marketing, Special-Appointment Professor (Eastern Scholar) at the School of Management, Fudan University, China. She has been a Visiting Scholar at MIT Sloan School of Management, and tenured Associate Professor of Marketing at National University of Singapore. Her main research considers how cognitions and feelings impact consumer behavior and decision making. She was named MSI Young Scholar in 2013. She serves as a senior editor for the International Journal of Research in Marketing and is on the editorial boards of the Journal of Consumer Psychology, Journal of Consumer Research, and Journal of Marketing