Regulatory focus and reliance on implicit preferences in consumption contexts

The present research tested the assumption that implicit preferences fit the eagerness of a promotion focus, but not the need for safe judgments and decisions of a prevention focus. In three studies, we assessed individual differences in implicit preferences for consumer goods and investigated their influence on self-regulatory behavior. In line with expectations, implicit preferences predicted choice intentions (Study 1), single and repeated choices between consumer goods (Study 2), and the amount of product consumption (Study 3) better for individuals in a promotion focus than in a prevention focus. The results were found with two different measures of implicit preferences.     

Regulatory focus and affective recall

In two studies, we tested the impact of regulatory focus on recalled affect for past academic outcomes. Because promotion focus concerns achieving gains, it should be related to greater recalled positive affect. In contrast, prevention focus concerns avoiding losses, and should be related to greater recalled negative affect. In Study 1, promotion focus led to greater recalled positive affect for positive events, while prevention focus led to greater recalled negative affect regardless of event valence. In Study 2, promotion focus increased recalled positive affect for both positive and negative events, whereas prevention focus increased recalled negative affect for both positive and negative events. These studies demonstrate that current motivation can alter memory for past affective experiences; the regulatory focus ascribed to a previous event changes the extent to which people remember their emotional experience. Implications are discussed.     

Regulatory focus and temporal distance

Four studies identify and examine a temporal component to regulatory focus. Results support the assertion that promotion focus tends to predominate for temporally distant goals, whereas proximal goals are characterized by more balanced consideration of both promotion- and prevention-focused concerns. In Study 1, students rated the importance of promotion and prevention goals at two points in time: 2 weeks before and a few minutes before an examination. Promotion goal importance increased with temporal distance, whereas prevention goal importance remained constant over time. Study 2 replicated this pattern holding the actual time-span constant (3.5 weeks) and varying only the psychological sense of proximity/distance. In Study 3, subjects rated the regulatory focus of goals at varying points in time, both future and past. The temporal effect was replicated for both time periods. Study 4 provided evidence for the reverse effect, that of regulatory focus on the perceived temporal distance of future goals. Taken together, these findings suggest an integration across research domains that links regulatory focus to temporal perspective for both prospective and retrospective judgments.     

Interaction between preference and instructions for a focus of attention in billiards

The present study evaluated the interaction between preference for a focus of attention and instructions for focusing attention. 4 experienced billiard players had to shoot a billiard ball into a target area and received a focus instruction either corresponding or opposite to their preferred focus of attention. Two-dimensional error scores of accuracy and consistency were obtained. Accuracy of performance increased between Phase 1 without instructions and Phase 2 with focus instructions, independent of preference or instruction. However, participants with a preference for an external focus receiving an internal focus instruction showed less consistent performance.     

Categorization reduces the effect of context on hedonic preference

When moderately hedonically positive test stimuli are presented following better-liked context stimuli, preferences between the test stimuli are reduced. This reduction in preference, hedonic condensation, occurs in settings that also produce negative hedonic contrast?the phenomenon in which moderately hedonically positive test stimuli seem less positive when they follow better-liked context stimuli. Subjects who were instructed that the context and test stimuli were from different categories exhibited less hedonic condensation. Those categories have smaller hedonic ranges than does the full stimulus set. The increase in preference magnitude with reduction in size of the hedonic range is predicted by Parducci’s (1995) range-frequency model.     

Regulatory focus and attitudes to migrants

In two studies we examined the role of two regulatory foci (i.e., prevention and promotion) in predicting Australian's attitudes to different types of migrants. According to regulatory focus theory, promotion-focused self-regulation is concerned with nurturance and accomplishment needs and involves the pursuit of wishes and aspirations. As such, it results in sensitivity to positive outcomes and to relative pleasure from gains. On the other hand, prevention-focused self-regulation is concerned with security needs and is directed at meeting duties and obligations. As such, it results in sensitivity to negative outcome and relative pain from losses. In Study 1, as predicted, the extent of promotion focus (i.e., a concern with accomplishment and the pursuit of ideals) predicted more positive attitudes to culturally similar and economically beneficial migrants, whereas the extent of prevention focus (i.e., concern with security and meeting obligations) predicted more negative attitudes to migrants who are culturally dissimilar. In Study 2 we replicated and extended these findings, showing that the extent of promotion focus and a lack of concern with threats predicted positive attitudes to both culturally similar and economically beneficial migrants, which, in the case of the latter group, was mediated by a focus on the benefits these migrants provide. In the case of culturally dissimilar migrants, the extent of promotion focus and a concern with gains predicted more positive attitudes. However, for economically less beneficial migrants, neither the extent of promotion nor prevention focus was a predictor. Only lower concerns with threat predicted more positive attitudes to this migrant group. The results are discussed with respect to other determinants of attitudes to migrants and the implications for migration and asylum-seeker policy.     

Regulatory focus systems and personal values

The present studies sought connections between two highly influential, but separate motivational systems: the regulatory foci and personal values. Study 1 (N = 173) showed that promotion focus was positively associated with Achievement and negatively with Tradition values, whereas prevention focus was positively associated with Conformity and Security values, and negatively with Self‐Direction and Stimulation values. Furthermore, interdependent self‐construal moderated trait prevention focus' associations with Power, Benevolence, Universalism, and Conformity values. Study 2 (N = 150) showed that a promotion‐framed message evoked more compliant behavior among those scoring high on Stimulation, Achievement, and Self‐Direction values, but that a prevention‐framed message evoked more compliance among those high in Conformity values. The results suggested that the regulatory foci are associated with certain values, and that these values may increase motivation in promotion‐ versus prevention‐relevant situations. Copyright © 2008 John Wiley & Sons, Ltd.     

Regulatory focus and illusions of control

Regulatory focus theory (Higgins, 1997, 1998) suggests that individuals in a promotion focus emphasize a congruence between an action and an intended outcome, which may foster illusions of control (IOC) even in the absence of an objective relationship between action and outcome. Individuals in a prevention focus should demonstrate a reverse bias that buffers against the development of IOC. Three studies were conducted to test this hypothesis, which either measured chronic individual differences in regulatory focus (Study 1) or manipulated regulatory focus (Studies 2 and 3). All studies found evidence that promotion-focused individuals report higher IOC concerning an uncontrollable outcome than prevention-focused individuals. In addition, Study 3 showed that IOC developed in a promotion focus buffer against the emotional consequences of failure. The results suggest that IOC evolve in a way that increases regulatory fit (Higgins, 2000).     

Reversal of the preference reversal phenomenon

The widely replicated preference reversal phenomenon (PRP) violates most theories of decision under risk. People exhibiting PRP choose a safe bet (with a large chance of a small gain) over a long shot (with a small chance of a larger gain). But, when bidding to buy or sell each bet, they bid more for the long shot. Surprisingly, in Experiment 1, a new opposite reversal pattern (NPRP) was found: Safe bets typically received larger bids than long shots and reversals were far more frequent when the long shot was chosen. In Experiment 2, NPRP was found for $100 expected value bets, but PRP occurred for bets with $3 expected values. The task characteristics apparently necessary to produce NPRP are (1) bids in the form of maximum buying prices, (2) possibility of loss in bidding, but not in choice, and (3) large payoffs. It is argued that wealth effects predicted by expected utility theory are too small to explain NPRP. Instead, it is hypothesized that a contingent decision process underlies the shift in reveral patterns and that aspiration levels exert increased influence in bidding to buy when payoffs are large.     

The integrated model of smartphone adoption: hedonic and utilitarian value perceptions of smartphones among korean college students

Abstract This study aims to propose an integrated model of smartphone adoption that incorporates social influences (SIs), perceived technicality, as well as hedonic and utilitarian attitudes into the technology acceptance model. The proposed model was empirically evaluated by using survey data collected from 239 Korean college students to investigate their perception and attitudes toward smartphone adoption intention. Our results show that users' attitudes and their adoption intention are highly influenced by SI and positive self-image. This implies that a smartphone is a symbolic product that can signal affiliation and enhance the users' status in a group. The results also indicate that hedonic enjoyment is equally important as utilitarian usefulness in predicting the adoption intention, and the two variables mediate the relationships between SI, positive self-image, perceived technicality, and the intention to use. Consequently, the results reveal that smartphones are convergent media that can be viewed as both task-oriented and entertainment-oriented devices.     

Regulatory focus and executive function after interracial interactions

Recent research finds that interracial interactions can negatively impact executive function. The present study examined whether regulatory focus may moderate this effect. Specifically, prior to an interracial interaction, 45 White female students were told either to try to have a positive interracial exchange (promotion focus), avoid prejudice (prevention focus), or given no instruction (control). After the interaction, participants completed the Stroop color-naming task, which assessed executive attentional task performance. Results revealed that participants in the prevention and the no instruction, control conditions performed worse on the Stroop than participants in the promotion condition. The findings suggest that promoting positive contact through active engagement rather than prejudice avoidance attenuates the previously documented negative effects of interracial contact on cognitive functioning.     

Regulatory focus and investment decisions in small groups

Regulatory Focus Theory was applied to small interactive groups. Based on previous research, it was expected that groups with a promotion focus would discuss gain-relevant information, whereas groups with a prevention focus would be concerned with potential losses. Furthermore, promotion groups were expected to make riskier decisions than prevention groups. Regulatory focus was manipulated by rewarding good or penalizing poor group performance on a preliminary task. Subsequently, three-person groups discussed several investment funds and made a consensual investment decision. Results supported the hypotheses and suggested that regulatory focus requires time to exert its influence in groups.     

Regulatory focus theory: Disentangling goals and strategies

The purpose of this research was to develop and test the Regulatory Goals and Strategies Questionnaire (RGSQ) to promote conceptual and empirical clarity in the literature on regulatory focus theory (RFT). According to RFT, construing an end-state as a maximal goal (ideal, gain, and advancement) elicits the adoption of an eager promotion-focused strategy, whereas construing an end-state as a minimal goal (ought, non-loss, and security) elicits the adoption of a vigilant prevention-focused strategy. This means that promotion-focused eagerness and prevention-focused vigilance can be elicited by various goals and that eager and vigilant strategies are in fact separate from goals. However, extant measurement instruments have not treated them as such. The RGSQ was developed to distinguish various maximal and minimal goals and to separate these goals from promotion- and prevention-focused strategies of eagerness and vigilance. Across three studies that combine six samples (total N = 1848), we examined the factor structure and nomological network of the RGSQ (Study 1: four samples of students and adults) and its predictive validity in a task context (Study 2) and working sample (Study 3). Overall, we found support for the RGSQ's validity and demonstrated that the RGSQ operationalizes regulatory focus in accordance with the theory's core assumptions.     

Effects of probability mode on preference reversal.

Six analysts estimated verbally and numerically the chances that specific events will occur. Sixty decision makers used each type of estimate to make binary-choice decisions and to bid for lotteries based on the events. The usual reversal of preference between choice and bidding procedures was found in the numerical condition, but the frequency of preference reversals was significantly reduced in the verbal condition. This reduction occurred because risk aversion was reduced in choice when verbal estimates were given, whereas bidding was unaffected by presentation mode. The pattern of results was predicted by and supports the hypothesis that the relative importance given to the dimensions of a prospect depends on the form in which the information is displayed.     

Pleasure principles: A review of research on hedonic consumption

Thirty years ago, Hirschman and Holbrook (1982) advocated greater attention to hedonic consumption and the myriad ways in which consumers seek pleasure and enjoyment. A thorough review finds that the topic has much appeal and that consumer research has made significant progress toward understanding some of its parameters. However, many questions remain unanswered, particularly with regard to understanding the sources of pleasure, the manner in which consumers seek it, and the ways in which consumers might alter their hedonic consumption decisions to maximize pleasure and happiness. We assess three decades of research on hedonic consumption, emphasizing areas of greatest potential for future exploration.     

Eye-tracking the cancellation and focus model for preference judgments

By means of a relatively new eye-tracking method that allows for a test situation much closer to reality, we recorded and examined gaze time and fixation number within the cancellation and focus paradigm, a feature-matching model for preference judgments between two alternatives. In line with the cancellation and focus model we found that when subjects encountered the second option in each pair, shared features were canceled out and thus given less consideration whereas unique features were focused on more. We also investigated the role of feature attractiveness as a second important factor in preference judgments and found a U-shaped relationship between attractiveness and visual consideration intensity; that is, attractive and unattractive features received more attention than did those of intermediate attractiveness. Finally, we tested the ability of two models, Franklin’s rule and the WReSt (Weighted Recalled Stepwise Comparing) heuristic, to predict the preference ratings.     

Regulatory focus influences perseveration and distractibility in task switching

In two experiments, we investigated the effect of regulatory focus (Higgins, Am Psychol, 52, 1280–1300, 1997) on people’s maintenance and switching behavior. In the experimental tasks, participants were asked to react selectively to one category of stimuli while ignoring the other. After several practice trials, participants had to switch either to new stimuli which were paired with former target stimuli (i.e., in the perseveration condition), or switch to former distracter stimuli which were paired with new stimuli (i.e., in the learned irrelevance condition). Results from both experiments indicated that a promotion focus promoted switching to new stimuli in the perseveration condition, at the cost of poorer performance on switching to former distracters in the learned irrelevance condition. This pattern of results applied to both chronic individual differences in regulatory focus (Experiment 1), and regulatory focus temporarily manipulated in the laboratory (Experiment 2). It suggests that whereas a promotion focus indeed promotes cognitive flexibility, it also incurs a cost in terms of increased likelihood of being distracted.