Regulatory fit from attribute-based versus alternative-based processing in decision making

Journal of Consumer Psychology

Mourali & Pons


April 15, 2009


This paper discusses the fit between attribute-based versus alternative-based processing and regulatory focus, and its impact on decision outcome valuation. Attribute-based processing was found to occur more frequently under prevention focus, whereas alternative-based processing occurred more frequently under promotion focus. The fit between prevention/promotion focus and attribute-based/alternative-based processing was found to enhance satisfaction with choices and the perceived monetary value of chosen options. Moreover, the effect of fit on outcome valuation was found to be mediated by ease of processing. Finally, the effects of fit on ease of processing and outcome valuation disappeared when consumers first practiced to process information based on either attributes or alternatives.