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Keywords: Perceived control
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Journal Articles
Journal of Consumer Marketing (2026) 43 (2): 228–243.
Published: 20 January 2026
... between regulatory focus and control preference, (2) demonstrating how regulatory fit enhances perceived control through a feeling-right mechanism and (3) illustrating that a regulatory fit can lead consumers to make high-effort product choices as a means to restore perceived control. Corresponding...

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