NDLI: When impediments make you jump rather than stumble: Regulatory nonfit, implementation intentions, and goal attainment

Content Provider	Springer Nature Link
Author	Tam, Leona Spanjol, Jelena
Copyright Year	2011
Abstract	This paper examines the relative effectiveness of forming implementation intentions (i.e., making specific plans regarding how to go about achieving a goal) for increasing goal attainment under regulatory fit vs. nonfit. We discuss and empirically test the proposition that regulatory nonfit increases the effectiveness of implementation intentions. Extant research contrasts goals of differing difficulty (e.g., buying a textbook vs. finding an apartment) in order to test the relative effectiveness of implementation intentions. In contrast, the present study focuses on identifying the change in implementation intention effectiveness for the same goal (i.e., collecting and turning in receipts for a reward) under conditions of fit vs. nonfit. We empirically demonstrate that when faced with the same goal, people who experience regulatory nonfit perceive the task to be more difficult to complete than people who experience regulatory fit. In turn, when the task is perceived as being more difficult, implementation intentions prove more effective to enhance goal attainment. Our study provides insight into the interaction between regulatory fit and implementation intentions and subsequent effects on goal attainment.
Starting Page	93
Ending Page	107
Page Count	15
File Format	PDF
ISSN	09230645
Journal	Marketing Letters
Volume Number	23
Issue Number	1
e-ISSN	1573059X
Language	English
Publisher	Springer US
Publisher Date	2011-04-08
Publisher Place	Boston
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Goal attainment Goal pursuit Self-regulation Regulatory focus theory Regulatory fit theory Regulatory engagement theory Implementation intentions Task difficulty Consumer behavior Regression Marketing
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
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When impediments make you jump rather than stumble: Regulatory nonfit, implementation intentions, and goal attainment