“…Whereas previous studies measured attitude after manipulating regulatory non-fit (Koenig et al, 2009; Vaughn, Malik, et al, 2006; Vaughn, O’Rourke, et al, 2006), we examined attitude change , focusing on how the effects of regulatory non-fit on attitude change may differ as a function of initial attitude. In addition, most previous research has focused on how regulatory fit improves attitudes (e.g., Bosone, Martinez, & Kalampalikis, 2015; Cesario et al, 2013). Our research demonstrated that when individuals have initially negative attitudes toward an option, regulatory non-fit can be a more effective way to improve their attitudes.…”