Response to Comments on "How Regulatory Fit Affects Value in Consumer Choices and Opinions"

The article presents the response of the authors to comments on their research paper "How Regulatory Fit Affects Value in Consumer Choices and Opinions." According to the authors, the effect of regulatory fit on the value of a decision involves two important components as a "feeling-right" component and a strength-of-engagement component. The feeling-right experience received more attention from the commentaries in this issue on their article than did strengthened engagement, although both the feeling-right experience and strengthened engagement contribute to regulatory fit effects. Both positive and negative reactions to something when there is regulatory fit are intensified by the feeling-right experience. The person would feel right about his or her negative reaction if the evaluative reaction to something were negative, regulatory fit would intensify the negativity. The phenomenological effect of fit on the person is separate. Regulatory fit and its associated features have similarities and family resemblances to other constructs in psychology