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Based on structural alignment and regulatory mode theories, this research examined how different regulatory modes (assessment and locomotion) affect attitude and purchase intention for a target brand when it is presented in nonalignable/alignable comparison contexts. According to the structural alignment theory, alignable attributes are comparable aspects across product alternatives (e.g., Popcorn A has calories equal to 20 peanuts while Popcorn B has calories equal to 10 peanuts) while nonalignable attributes are aspects that do not correspond to aspects in other options (e.g., Popcorn A has fiber while Popcorn B tastes a bit sweet). Study 1 employed locomotion mode and attribute alignability (alignable vs. nonalignable) as between‐subjects variables. Study 2 employed a single‐factor (regulatory mode: assessment vs. locomotion) design. Data were collected from Amazon's Mechanical Turk participant pool. Findings indicated that the match between regulatory mode and structural alignment of brand attributes affects consumer evaluation and behavioral intention. In Study 1, high locomotors evaluated the target product more favorably and tended to purchase the target brand more in a nonalignable comparison context but not in an alignable one. In Study 2, assessors preferred an alignable‐better brand more than locomotors did, whereas locomotors tended to prefer a nonalignable‐better brand more than assessors did. Implications are discussed related to the effects of regulatory mode and attribute alignability on consumer preference and brand strategies.

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