Exploring the complexities of value creation: The role of engagement strength

Regulatory engagement theory (Higgins, E. T. (2006). Value from hedonic experience and engagement. Psychological Review, 113, 439–460; Higgins, E.T. & Scholer, A.A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology) proposes that engagement strength plays a critical role in the creation of value intensity. We discuss the ways in which engagement, in this model, can be distinguished from arousal, motivation to act, and experienced difficulty. We distinguish between the mechanisms and predictions made by regulatory engagement theory versus cognitive dissonance theory and a goal systems approach. We also describe the complexities and conditions under which some sources of engagement strength (e.g., regulatory fit) may relate to value creation. For instance, while regulatory fit has more typically been associated with increased engagement strength, regulatory nonfit may also sometimes increase engagement by serving as an obstacle to be overcome. We review existing evidence and highlight open questions related to the role of engagement strength in creating value.