Value from Fit with Distinct Motivational Field Environments

For almost forty years gun ownership and the motivational underpinnings of why guns are valued has received little attention in psychology. Using motivation science tools that explain value creation (regulatory focus and regulatory fit), we tested for fit between the prevention orientation and gun ownership. Our field experiments demonstrate fit between gun ownership and prevention. Our research is agnostic regarding the legal and moral components of the gun rights debate. Instead, we examine the malleability of gun value as a function of regulatory focus and regulatory fit, and provide evidence for fit effects with distinct motivational environments.