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Findings on value creation and regulatory fit offer far-ranging implications for management, marketing and even mental health. Value - how much importance or worth people place on any given thing - is a big idea packed into a small word. But to get at where value comes from, says Professor E. Tory Higgins, value must not be thought of exclusively as a positive thing. Higgins, who has spent much of his career considering questions related to motivation, investigates the origin of value not by focusing on where it comes from, but instead by asking, "What is it that makes something valuable - whether positively, so that you are attracted to it, or negatively, so that you are repelled by it?" Motivation is part of the answer.
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