How Self‐Regulation Creates Distinct Values: The Case of Promotion and Prevention Decision Making

I propose that different relations among basic components of self‐regulation produce distinct types of decision value: (a) Outcome value is produced when the consequences of a decision are relevant to the regulatory orientation of the decision maker, (b) value from fit is produced when goal pursuit means suit the regulatory orientation of the decision maker, and (c) value from proper means is produced when goal pursuit means are in agreement...