It is a match! The effect of regulatory fit on new products recommendations

Junhui Zhang, M. S. Balaji, Jun Luo, Subhash Jha, Yogesh K. Dwivedi

Research output: Journal PublicationArticlepeer-review


Online retailers often recommend new products to consumers. The present study examined the influence of regulatory fit on consumers' click-through intentions of new products recommended by online retailers. We proposed that regulatory fit resulting from aligning the product's regulatory focus and recommendation message's regulatory orientation positively influences click-through intention of new product recommendations. In a laboratory study (Study 1), we found that regulatory fit increase consumers' click-through behaviors of new product recommendations. Study 2 replicated the findings of Study 1 in a controlled online experiment and found support for regulatory fit—click-through intentions relationship. Study 3 found that regulatory fit increases click-through intentions for new products but not for existing products. Study 4 supported the mediating role of perceived efficacy and boundary condition of consumer innovativeness in the relationship between regulatory fit and click-through intentions. This study contributes to the literature on new product adoption, regulatory focus, and product recommendation strategies. Furthermore, it helps online retailors develop effective recommendation strategies for new product recommendations.

Original languageEnglish
Pages (from-to)1882-1899
Number of pages18
JournalPsychology and Marketing
Issue number8
Publication statusPublished - 2 May 2024


  • new products
  • recommendation message
  • recommendation systems
  • regulatory fit
  • regulatory focus

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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