Regulatory fit
- Regulatory fit
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La théorie du regulatory fit (conceptualisée par E. Tory Higgins) expose un phénomène essentiellement inconscient où la motivation du sujet n'est pas créée par le but qu'il cherche à atteindre, mais par la manière qui lui est proposée pour atteindre son but.
Le fit résulte d'une combinaison entre le regulatory focus d'un individu (c'est-à-dire la manière favorite d'atteindre ses objectifs) et une orientation stratégique (c'est-à-dire une méthode pour exécuter une tache).
Des expériences ont montre qu'un regulatory fit permet d'augmenter les chances d'un achat d'impulsion ou d'autres phénomènes.
Référence
- Higgins, E. T. (2000). Making a good decision: Value from fit. American Psychologist, 55, 1217-1230.
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