Are all experiences of fit created equal? Two paths to persuasion

Regulatory fit influences the effectiveness of persuasion through two paths: 1) a “feeling right” as “feeling good about the target” effect where feeling right is a positive feeling that transfers positivity directly to the target, similar to “feelings as information” or fluency effects, and 2) a “feeling right” as “feeling confident about the evaluation” effect where feeling right is feeling confident about one's evaluative judgments of the target that increases reliance on those evaluations. We propose that the involvement with an attitude-related issue in a persuasion message is one key factor that determines when each effect will occur. Five studies demonstrate that under high involvement, fit increased reliance on evaluative reactions to the target, making a target of a positive advocacy message evaluated as more positive and a target of a negative advocacy message evaluated as more negative; and under low involvement, fit increased the positivity of feelings toward the target regardless of the valence of the message advocacy, making the evaluation of the target more positive for either a positive or negative advocacy message.