Regulatory Focus Theory and Research

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.