How regulatory focus influences perceived control and product choice

Purpose This research aims to examine how regulatory focus influences individuals’ preference for personal control strategies, which in turn affects their selection of effortful options. Across four experiments, the study tested this framework. Design/methodology/approach To test these hypotheses, four between-subjects laboratory experiments were conducted [Experiment 1 (n = 261), Experiment 2 (n = 175), Experiment 3 (n = 141) and Experiment 4 (n = 292)]. Findings Experiment 1 shows that promotion-focused individuals favour primary control, whereas prevention-focused individuals favour secondary control. Experiment 2 demonstrates that a sense of “feeling right” mediates the effect of regulatory focus on control strategy choice. Experiment 3 reveals that alignment between regulatory focus and control strategy increases preference for high-effort over low-effort options. Experiment 4 replicates these effects using a real-world product and an alternative control manipulation, further confirming the mediating role of “feeling right.” Originality/value The findings contribute to the literature by (1) establishing a novel link between regulatory focus and control preference, (2) demonstrating how regulatory fit enhances perceived control through a feeling-right mechanism and (3) illustrating that a regulatory fit can lead consumers to make high-effort product choices as a means to restore perceived control.