Regulatory Focus Theory and Research

2019 ◽  
pp. 46-66
Author(s):  
Abigail A. Scholer ◽  
James F. M. Cornwell ◽  
E. Tory Higgins
Keyword(s):  
Group Dynamics ◽  
Regulatory Focus ◽  
Regulatory Fit ◽  
Future Research ◽  
Regulatory Focus Theory ◽  
Approach And Avoidance ◽  
Avoidance Motivation ◽  
Trade Offs ◽  
Significant Research ◽  
Focus Theory

This chapter explores the motivational dynamics of the promotion and prevention systems outlined in regulatory focus theory (Higgins, 1997). It includes a review of the core tenets of the theory—identifying and responding to important and frequently asked questions—in discussing significant research of the past two decades since the theory made its debut. In particular, the chapter includes a discussion of what defines each system, how regulatory focus orientations are commonly measured and manipulated, what differentiates promotion and prevention motivation from approach and avoidance motivation, what characterizes the trade-offs of each system, and newer developments in research on regulatory fit, group dynamics, and motivational flexibility. Throughout, avenues for future research are suggested.

scholarly journals Unpacking the Relationship between Sales Control and Salesperson Performance: A Regulatory Fit Perspective

2018 ◽  
Vol 82 (3) ◽  
pp. 45-69 ◽  
Author(s):  
Constantine S. Katsikeas ◽  
Seigyoung Auh ◽  
Stavroula Spyropoulou ◽  
Bulent Menguc
Keyword(s):  
Regulatory Focus ◽  
Regulatory Fit ◽  
Purchase Decision ◽  
Exploratory Learning ◽  
Regulatory Focus Theory ◽  
Performance Study ◽  
Salesperson Performance ◽  
Exploitative Learning ◽  
The Relationship ◽  
Focus Theory

The literature examining the effect of sales control on salesperson performance is, at best, equivocal. To reconcile inconsistencies in empirical findings, this research introduces two new types of salesperson learning: exploratory and exploitative learning. Drawing on regulatory focus theory, the authors conceptualize exploratory learning as promotion focused and exploitative learning as prevention focused and find that salespeople exhibit both exploratory and exploitative learning, though one is used more than the other depending on the type of sales control employed. The results also suggest that the fit between salesperson learning type, customer characteristics (i.e., purchase-decision-making complexity), and salesperson characteristics (i.e., preference for sales predictability) is critical to salesperson performance and that salesperson learning mediates the relationship between sales control and salesperson performance (Study 1). Study 2 corroborates the findings using new panel data collected over two waves. The results of this research have important implications for integrating sales control, salesperson learning, and salesperson performance.

scholarly journals Foundational tests of the need-support model: A framework for bridging regulatory focus theory and self-determination theory

2016 ◽  
Author(s):  
Leigh Ann Vaughn
Keyword(s):  
Regulatory Focus ◽  
Self Determination Theory ◽  
Self Determination ◽  
Future Research ◽  
Regulatory Focus Theory ◽  
Performance Task ◽  
Need Support ◽  
Focus Theory ◽  
Support Model ◽  
A Performance

This paper introduces the need-support model, which proposes that regulatory focus can affect subjective support for the needs proposed by self-determination theory (autonomy, competence, and relatedness) and support of these needs can affect subjective labeling of experiences as promotion-focused and prevention-focused. Three studies tested these hypotheses (N = 2,114). Study 1 found that people recall more need support in promotion-focused experiences than in prevention-focused experiences, and need support in their day yesterday (with no particular regulatory focus) fell in between. Study 2 found that experiences of higher need support were more likely to be labeled as promotion-focused rather than prevention-focused, and that each need accounted for distinct variance in the labeling of experiences. Study 3 varied regulatory focus within a performance task and found that participants in the promotion condition engaged in need-support inflation, whereas participants in the prevention condition engaged in need-support deflation. Directions for future research are discussed.

Too Much of a Good Thing? Trade-offs in Promotion and Prevention Focus

2012 ◽  
pp. 64-84 ◽  
Author(s):  
Abigail A. Scholer ◽  
E. Tory Higgins
Keyword(s):  
Regulatory Focus ◽  
Self Regulation ◽  
Future Research ◽  
Regulatory Focus Theory ◽  
Prevention Focus ◽  
Motivational Systems ◽  
Trade Offs ◽  
Challenges And Opportunities ◽  
And Performance ◽  
Benefits And Costs

Different kinds of motivational orientations provide distinctive ways of perceiving the world, dealing with life's inevitable slings and arrows, regulating challenges and opportunities, and creating success. In this chapter, we explore these differences in the two motivational systems outlined in regulatory focus theory: the promotion and prevention systems (Higgins, 1997). In particular, we discuss these systems in terms of the trade-offs in each; what are the benefits and costs of a strong promotion focus? What are the advantages and drawbacks of a strong prevention focus? We explore the trade-offs of each system with regard to three significant aspects of self-regulation and motivation: emotional experiences, the balance between commitment versus exploration, and performance. We conclude by discussing the importance of constraints on these systems for effective self-regulation and by suggesting avenues for future research.

scholarly journals Affective Influences on Creativity in Teams

2019 ◽  
pp. 102-117
Author(s):  
March L. To ◽  
Cynthia D. Fisher
Keyword(s):  
Creative Process ◽  
Regulatory Focus ◽  
Thinking Styles ◽  
Future Research ◽  
Positive And Negative Affect ◽  
Regulatory Focus Theory ◽  
Multiple Levels ◽  
Affective Influences ◽  
Relationship Of ◽  
Focus Theory

Both affect and creativity have been recognized as constructs operating at multiple levels. This chapter addresses the complicated relationship of affect to creativity at three levels: within-person over time, in dyads, and in groups. First, it provides an integrative review of affect-creativity relationships at each level, concluding that the different thinking styles triggered by positive and negative affect may both be helpful for creativity. It suggests that effects may depend on stage in the creative process as well as diversity in affect within a dyad or group. Second, it draws on regulatory focus theory to provide a more task-specific typology of affect and explore likely effects on creativity. Specifically, it develops propositions to explain why and how promotion-focused affect (e.g., excitement) and prevention-focused affect (e.g., worry) may come together to foster creativity in different stages of the creative process at the within-person, dyad, and group levels. It concludes with questions for future research at each level.

scholarly journals Application of regulatory focus theory to search advertising

2014 ◽  
Vol 31 (6/7) ◽  
pp. 494-502 ◽  
Author(s):  
Elyse N. Mowle ◽  
Emily J. Georgia ◽  
Brian D. Doss ◽  
John A. Updegraff
Keyword(s):  
Logistic Regression ◽  
Regulatory Focus ◽  
Online Advertising ◽  
Regulatory Fit ◽  
Regulatory Focus Theory ◽  
Content Type ◽  
Search Advertising ◽  
Main Effect ◽  
Strong Main Effect ◽  
Focus Theory

Purpose – The purpose of this paper is to test the utility of regulatory focus theory principles in a real-world setting; specifically, Internet hosted text advertisements. Effect of compatibility of the ad text with the regulatory focus of the consumer was examined. Design/methodology/approach – Advertisements were created using Google AdWords. Data were collected for the number of views and clicks each ad received. Effect of regulatory fit was measured using logistic regression. Findings – Logistic regression analyses demonstrated that there was a strong main effect for keyword, such that users were almost six times as likely to click on a promotion advertisement as a prevention advertisement, as well as a main effect for compatibility, such that users were twice as likely to click on an advertisement with content that was consistent with their keyword. Finally, there was a strong interaction of these two variables, such that the effect of consistent advertisements was stronger for promotion searches than for prevention searches. Research limitations/implications – The effect of ad compatibility had medium to large effect sizes, suggesting that individuals’ state may have more influence on advertising response than do individuals’ traits (e.g. personality traits). Measurement of regulatory fit was limited by the constraints of Google AdWords. Practical implications – The results of this study provide a possible framework for ad creation for Internet advertisers. Originality/value – This paper is the first study to demonstrate the utility of regulatory focus theory in online advertising.

scholarly journals Foundational tests of the need-support model: A framework for bridging regulatory focus theory and self-determination theory

2016 ◽  
Author(s):  
Leigh Ann Vaughn
Keyword(s):  
Regulatory Focus ◽  
Self Determination Theory ◽  
Self Determination ◽  
Future Research ◽  
Regulatory Focus Theory ◽  
Performance Task ◽  
Need Support ◽  
Focus Theory ◽  
Support Model ◽  
A Performance

This paper introduces the need-support model, which proposes that regulatory focus can affect subjective support for the needs proposed by self-determination theory (autonomy, competence, and relatedness) and support of these needs can affect subjective labeling of experiences as promotion-focused and prevention-focused. Three studies tested these hypotheses (N = 2,114). Study 1 found that people recall more need support in promotion-focused experiences than in prevention-focused experiences, and need support in their day yesterday (with no particular regulatory focus) fell in between. Study 2 found that experiences of higher need support were more likely to be labeled as promotion-focused rather than prevention-focused, and that each need accounted for distinct variance in the labeling of experiences. Study 3 varied regulatory focus within a performance task and found that participants in the promotion condition engaged in need-support inflation, whereas participants in the prevention condition engaged in need-support deflation. Directions for future research are discussed.

scholarly journals A close look at the role of regulatory fit in consumers’ responses to unethical firms

2018 ◽  
Vol 1 ◽  
pp. 46-49
Author(s):  
Kwansik Mun ◽  
Ilgi Shin
Keyword(s):  
Carbon Dioxide ◽  
Regulatory Focus ◽  
Emission Reduction ◽  
Purchase Intention ◽  
Fuel Efficiency ◽  
Carbon Dioxide Emission ◽  
Regulatory Fit ◽  
Regulatory Focus Theory ◽  
Focus Theory

Our knowledge is not enough to clearly explain how consumers respond to unethical firms, thereby forming attitudes toward unethical firms’ brand and buying their products. In this sense, we conduct a one-way experimental design to test regulatory focus theory when it comes to attitudes toward unethical firms’ brand and the purchase intention. Our findings reveal that promotion-oriented participants were more negative toward Mitsubishi, which violates achievement (e.g. fuel efficiency), than prevention-oriented participants. More importantly, promotion-oriented people were less likely to buy Mitsubishi automobiles than prevention-oriented people. In contrast, prevention-oriented consumers are negative toward Volkswagen which violates protection (e.g. carbon dioxide emission reduction).

Regulatory Focus and Fit Effects in Organizations

2020 ◽  
Vol 7 (1) ◽  
pp. 25-48 ◽  
Author(s):  
E. Tory Higgins ◽  
Federica Pinelli
Keyword(s):  
Decision Making ◽  
Goal Orientation ◽  
Organizational Development ◽  
Regulatory Focus ◽  
Regulatory Fit ◽  
Regulatory Focus Theory ◽  
Organizational Contexts ◽  
Regulatory Fit Theory ◽  
The Individual ◽  
Focus Theory

Regulatory focus theory distinguishes between two different value concerns: promotion concerns with advancement and growth, and prevention concerns with safety and security. Since its publication more than 20 years ago, regulatory focus theory has generated a substantial amount of research and it has been applied to numerous organizational contexts. We identified four main domains: decision making, messaging, people management (e.g., leadership, organizational development, wellness and employees’ productivity), and entrepreneurship. We selected significant findings in those domains based on individuals, teams, and organizations being motivated by promotion or prevention goals and on the consequences of the match between regulatory focus goal orientation and the manner in which the goal is pursued, as conceptualized by regulatory fit theory. We also highlighted whether the research was concerned with the individual or with a broader group within the organization (including the organization itself). We conclude by suggesting future avenues for research.

Investigating a Message Tailoring Strategy to Improve Efficacy of Activity Promotion Interventions: A Study Protocol (Preprint)

2016 ◽  
Author(s):  
Leila Sadat Rezai ◽  
Catherine Marie Burns
Keyword(s):  
Physical Activity ◽  
Regulatory Focus ◽  
Message Framing ◽  
Physical Activity Behaviour ◽  
Activity Level ◽  
Regulatory Focus Theory ◽  
Cross Sectional ◽  
Physically Active ◽  
Activity Promotion ◽  
Focus Theory

BACKGROUND There have been challenges in designing effective behaviour-change interventions, including those that promote physical activity. One of the key reasons is that many of those systems do not account for individuals’ characteristics and their psychological differences, which affect their approach toward adopting target behaviour. For decades, tailoring has been used as a common technique to effectively communicate health-related information to persuade people to follow a healthier living. However, its use in the design of persuasive technologies has not been adequately investigated. OBJECTIVE The objective of this research is to explore the effects of tailoring when it is grounded in Higgins’ regulatory focus theory. METHODS A combination of cross-sectional and longitudinal studies has been proposed to examine how individuals’ intention to become more physically active would be affected by receiving health messages that may or may not match their self-regulatory orientation. The research would also subjectively, as well as objectively, measures the changes in individuals’ physical activity level. RESULTS The anticipated completion date for the consequent studies is December 2016. CONCLUSIONS In this article, the importance of refining message-framing research questions and a stepwise approach to develop an efficient experimental design to examine a new tailoring strategy is discussed. A set of small studies is proposed that would inform the best approach to design the principal experiment. The findings of principal experiment will provide a deeper insight into the relationship between regulatory-focus theory, persuasive message construction, and individuals’ physical activity behaviour.

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