Departmental Bulletin Paper 制御適合が価値に及ぼす影響の検討
The effect of regulatory fit on value.

外山, 美樹  ,  長峯, 聖人  ,  湯, 立  ,  三和, 秀平  ,  黒住, 嶺  ,  相川, 充

(54)  , pp.1 - 6 , 2017-08-25 , 筑波大学人間系心理学域
This study investigates whether the effects of "feeling right' due to regulatory fit vanish depending on the existence or not of a fit between regulatory focus and advertising conditions (object valance).The values of desirable and undesirable rewards are aJso assessed. Undergraduate student (n=81)participated in the study and the data for 60 participants were analyzed. The results of an analysis ofvariance (ANOVA) indicate a two-way interaction between regulatory focus and advertising conditions,such that participants with a promotion focus within a two-sided advertising condition and participants with a prevention focus within a one-sided advertising condition offered high preferences for desirable rewards. On the other hand,the results did not reveal a significant two-way interaction between regulatory focus and strategy,or a three-way interaction among all factors. Finally,the study discusses the significance of investigating the conditions under which "feeling right" influences value.

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