Abstract: Higgins（2000）proposed a new view of self-regulation in motivation and decision making: regulatory fit theory, concerning fit between people’s regulatory orientation and their goal pursuit means[1]. The theory proposed that regulatory fit could increase the strength of motivation, emotion experiences and value of what they were doing, and then influenced people’s judgments and decision making. This article reviewed the studies concerning the concept, produce, effect and value of regulatory fit in recent years. Otherwise, we also proposed some questions about the present studies and the direction of the future research

Key words: regulatory fit, strength of motivation, decision making, evaluation