Abstract

Compliance-gaining research focuses mainly on how message variations differentially affect compliance; however, few studies have examined how framing the compliance-gaining goal (i.e., promotion/prevention) and providing a means to achieve the goal function concurrently to influence compliance. The current study uses regulatory fit theory to examine how a fit between goals and means of compliance-gaining messages affects compliance. A field experiment was conducted in which subjects were presented with a compliance-gaining request in which goals and means were varied. Results indicated that compliance rates and donation amounts were higher under conditions of fit between the regulatory orientation of goals and means rather than non-fit. Findings are discussed in light of their implications for compliance-gaining research and regulatory fit theory.

摘要

合规获取研究主要集中于消息变化如何差异性地影响合规性；但是，很少有研究检查如何制定合规获取目标（即促进/预防）并提供一种同时实现目标功能以影响合规性的方法。当前的研究使用监管适应理论来检验目标和合规性获取手段之间的适应性如何影响合规性。进行了现场实验，向受试者提出了达标要求，目标和方法各不相同。结果表明，在目标和手段的监管定位之间相符的条件下，与不相符的条件相比，合规率和捐赠金额更高。根据发现对合规性研究和监管适应理论的意义进行了讨论。