Regulatory Focus Theory
Title
Regulatory Focus Theory
Author
Higgins, E. Tory
Research Area
Cognition and Emotions
Topic
Motivation
Abstract
Regulatory focus theory was the child of self‐discrepancy theory and the parent of regulatory fit theory. Self‐discrepancy theory distinguishes between self‐regulation in relation to hopes and aspirations (ideals) versus self‐regulation in relation to duties and obligations (oughts). It proposes that ideal versus ought self‐regulation are two different motivational systems for approaching pleasure and avoiding pain. In regulatory focus theory, promotion concerns with ideals (growth and advancement more generally) and prevention concerns with oughts (safety and security more generally) are motivational states that not only vary across individuals (personality) but also can be situationally induced. Regulatory focus theory proposes that the motivational state of being at “0” has negative valence in promotion (“0”as a nongain in relation to “+1”) but positive valence in prevention (“0” as a nonloss in relation to “−1”). Finally, giving rise to regulatory fit theory, regulatory focus theory distinguishes between the eager strategies that fit promotion and the vigilant strategies that fit prevention. Foundational research supporting each of these proposals is reviewed, and then more recent cutting‐edge research is described, including how this distinction is revealed in the behavior of nonhuman animals and how different tactics (e.g., risky vs conservative) can serve either promotion‐eagerness or prevention‐vigilance under different circumstances. Finally, I discuss two key issues for future research: whether promotion and prevention are competing motivations or can work together as partners, and whether there is support for the promotion–prevention distinction in everyday life beyond the laboratory.