Knowing your customer better: the strengths of a self-regulatory value approach

Regulatory engagement theory's strength over alternative accounts of consumer attitudes is highlighted. In line with the theory, it is argued that in order to predict behavior, one needs to understand the processes involved in goal pursuit, including the dynamic processes of value creation. The paper also attempts to integrate processes (e.g. multifinality, distance from the goal, inhibition upon goal fulfillment) known from other classic and modern self-regulation models. Furthermore, the role of difficulty as a basis for value creation is discussed. In sum, regulatory engagement theory seems to be a rich and thought provoking account to predict people's behavior.

As he walks in the door […] we hear a voice say:

STORE VOICE: Hello, Mr. Yakamoto! Welcome back to the Gap. How'd those assorted tank tops work out for you?

A lady enters the shop:

STORE VOICE: Hey Miss Belfor, did you come back for another pair of those chammy lace ups?