The Regulatory Fit Effect On Unplanned-purchase And The Underlying Mechanism Of Regulatory Fit Effect

Regulatory fit theory supplied the new view to understand the consumption motion and decision. Now,more and more people had been interested in this theory. This article tried to discuss the regulatory fit effect in unplanned-purchase situation,and the different effect between and chronic regulatory focus and situational regulatory focus,and the underlying mechanism of regulatory fit effect. Concretely, there were four experiments in the research: 1. The regulatory fit effect between chronic regulatory focus and strategies on buying intention; 2. The regulatory fit effect between situational regulatory focus and strategies on buying intention; 3. The regulatory fit effect on normative evaluations; 4.The relations between regulatory fit and self-regulatory resource.There were two studies ,and study 1 included experiment 1 and experiment 2,testing the regulatory fit effect on buying intention;and study 2 included experiment 3 and experiment 4,testing the underlying mechanism of regulatory fit effect.In experiment 1,we tested 125 undergraduates used the Regulatory Scale. Results showed that, after controlling the impulsive buying trait the regulatory fit effect was significant on the buying intention of the coat, that was to say, people in the regulatory fit team, whose buying intention of the coat was significant lower than them in the regulatory nonfat team. But the affects of regulatory focus and strategies on buying intentions were not significant; In experiment 2, we tested 88 undergraduates using situational regulatory focus. Results showed that, after controlling the impulsive buying trait, the regulatory fit effect were both significant on the buying intention of the coat and the sport pants; In experiment 3, we tested 58 undergraduates, here the independent variable were regulatory and regulatory nonfat. Results showed that, after controlling the impulsive buying trait, regulatory fit effect was significant on normative evaluations; In experiment 4, we tested 56 undergraduates, adding the distracted task on the basic of experiment 3. Results showed that, subjects in the non-fit team, the normative evaluations was significant lower than subjects in the controlled team, but there was no significant differences between fit team and controlled team. The results demonstrated that regulatory non-fit damaged self- regulatory resource, but cannot demonstrate regulatory fit increased self- regulatory resource.