“…When perceived fit is realized, it significantly increases their interest and intentions to meet the intended goal (Choi et al, 2022; Florack & Scarabis, 2006). Previous research showed that regulatory fit influences online shopping behavior, product evaluation, social media engagement, brand associations, co‐creation and co‐production, and salesperson performance (Fazeli et al, 2020; Jia et al, 2022; Li et al, 2021; Septianto & Mathmann, 2023). Furthermore, researchers demonstrated that situational factors, from product design to organizational climate, can modify regulatory fit.…”