Value from regulatory fit

Where does value come from? I propose a new answer to this classic question. People experience regulatory fit when the manner of their engagement in an activity sustains their goal orientation or interests regarding that activity. When there is fit, people engage more strongly in what they are doing and 'feel right about it. Fit influences the strength of value experiences-how good or how bad one feels about something-independently of the pleasure and pain experiences that are associated with outcomes. It uniquely con tributes to people's experience of the value of things. Fit is shown. to influence judgments and decision making, attitude and behavior change, and task performance.