The impact of associative strength on performance in goal pursuit

The present research explored the hypothesis that strengthened attainment means–goal association leads to enhanced performance in goal pursuit. We hypothesize that because of the instrumental nature of means–goal association, strengthened associative strength leads to greater instrumentality expectancy of the means, which elicits greater motivation in the pursuit and hence better actual performance. We demonstrated in four studies that when the means is believed to facilitate goal attainment, a strong (vs. weak) means–goal association leads to greater performance in goal pursuit. Conversely, when the means is perceived to undermine goal attainment, a strong (vs. weak) association results in worse performance in goal pursuit.     

Everyday risk taking as a function of regulatory focus

Uncertainty is an inherent aspect of everyday life. However, faced with uncertainty, some individuals take risks more eagerly than others. Regulatory focus theory may explain such differences because risky behavior may arise naturally from the eagerness of promotion focused individuals, while safe behavior may arise naturally from the vigilance of prevention focused individuals. A highly relevant real-life context for studying risk is mobility, as engaging in traffic inherently carries uncertainty about negative outcomes. We present two studies showing a direct link between regulatory focus and risky behavior going beyond traditional laboratory approaches. In both naturalistic speeding behavior (Study 1) and simulated risk taking (Study 2) promotion focus was positively, and prevention focus was negatively related to actual risky behavior.     

Effective pursuit of personal goals: The fostering effect of dispositional optimism on goal commitment and goal progress

Personal goals play a leading role in directing behavior and influencing well-being. Thus, it is important to assess goal dimensions promoting effective goal pursuit. The current research aimed at identifying the best predictors of goal pursuit, operationalized as perceived goal progress, among goal-related variables and individual differences in dispositional optimism. Two studies examined the influence of optimism on goal progress, commitment, expectancy, value, and conflict. Moreover, the mediation effect of expectancy in the relationships among optimism, commitment and progress was assessed.Participants in the first cross-sectional study were 283 young people (19–32 years old), whereas participants in the second longitudinal study were 409 people (19–71 years old). They reported their most important personal goals and rated each of them with respect to goal progress, conflict, expectancy, commitment, and value. Dispositional optimism was also assessed.In both studies, multilevel and mediational analyses demonstrated the fostering role of optimism on perceived goal progress and commitment through the mediation of goal expectancy. Thus, optimists are more likely than pessimists to report more perceived progress in their pursued personal goals. By clarifying the role of optimism in fostering goal progress and commitment, this research provides insight on how effective goal pursuit could be promoted.     

Group-based self-regulation: The effects of regulatory focus

We review a programme of research on responses to group-based feedback—specifically, on how the source, content, and context of feedback intersect to produce individual willingness to accept both criticism and praise and to change one’s actions accordingly. We first explore the conditions under which group-directed criticism is most effective in terms of stimulating willingness to amend group practices. This is followed by the investigation of the effectiveness of different types of group-based praise, and an analysis of the identity-verifying properties of positive feedback. Finally, we consider the effects of feedback delivered simultaneously at group and individual levels, and explore the reciprocal implications of feedback content for source categorisation. Throughout, we focus on the role of identity concerns and group image management in responses to feedback. We discuss how this approach fits with other areas of literature, including research on self-verification and strategic behaviour in intergroup contexts.     

My way: How strategic preferences vary by negotiator role and regulatory focus

Negotiators may use vigilant, loss-minimizing strategies or eager, gain-maximizing strategies. The present study provides evidence that preferences for these different strategies depend on negotiator role and personal orientation. In a price negotiation, buyers and prevention-focused individuals prefer vigilant strategies, whereas sellers and promotion-focused individuals prefer eager strategies. When there is a match between the strategy and the role (role–strategy fit) or between the strategy and the individual's regulatory focus orientation (focus–strategy fit), the negotiator experiences more fit and plans to be more demanding in the negotiation. By manipulating strategy in a real, binding negotiation, we reveal its importance in determining negotiators' subjective experiences and planned demand. Our results show that shared strategic preferences between different motivational orientations—negotiator role and personal regulatory focus—can create self-regulatory compatibility.     

How regulatory focus impacts the process-by-outcome interaction for perceived fairness and emotions

Judgments of fairness take into account at least two pieces of information—the outcome received and the process by which the outcome was assigned. Generally speaking, low levels of fairness are apt to be reported when the outcome is unfavorable and the allocation process is deemed inappropriate. In this study, we investigate how regulatory focus theory can further our understanding of the process by outcome interaction. Specifically, when individuals are working to add to their earnings (a promotion focus) the typical effect is observed. However, when individuals are focused on maintaining something that is their own (a prevention focus) the most negative emotion occurs when individuals are allocated an unfavorable outcome through a process that contains procedural safeguards.     

The role of implicit motivation in hot and cold goal pursuit: Effects on goal progress, goal rumination, and emotional well-being

Two cross-sectional studies examined the role of implicit motivational needs in the association between personal goal pursuits and depressive symptoms and affect. Replicating and extending on findings reported by Brunstein et al. [Brunstein, J. C., Schultheiss, O. C., & Grässmann, R. (1998). Personal goals and emotional well-being: The moderating role of motive dispositions. Journal of Personality and Social Psychology, 75(2), 494–508], both studies provided evidence that goal progress significantly accounted for variations in depressive symptoms and happiness only in individuals with high levels of implicit motivation, but not in individuals low in implicit motivation. Moreover, in the absence of a strong sense of goal commitment, high levels of implicit motivation were associated with high goal progress in both studies and low levels of goal rumination in Study 2. These findings are interpreted within a dual-systems framework of motivation that distinguishes an implicit, intuitive, and hedonically driven from an explicit, effortful-analytical, and non-hedonic mode of goal pursuit.     

Openness to Experience and regulatory focus: Evidence of motivation from fit

Regulatory fit occurs when one’s strategies of goal pursuit sustain one’s interests in an activity, which can enhance motivation [e.g., Higgins, E. T. (2005). Value from regulatory fit. Current Directions in Psychological Science, 14, 209–213]. Because the strategic inclinations of people high (low) in Openness are similar to those of people in a promotion (prevention) focus, regulatory fit should be possible. We found that people higher in Openness were more motivated to pursue promotion-related goals (hopes/aspirations in Study 1 and a gain-framed goal in Study 2) and less motivated to pursue prevention-related goals (duties/obligations in Study 1 and a loss-framed goal in Study 2). We discuss how other traits might relate to motivation to pursue promotion- and prevention-related goals as well as other future research directions for regulatory focus and Openness.     

Differential effects of regulatory fit on category learning

Motivation affects the degree to which people engage in tasks as well as the processes that they bring to bear. We explore the proposal that a fit between a person’s situationally induced self-regulatory focus and the reward structure of the task that they are pursuing supports greater flexibility in processing than does a mismatch between regulatory focus and reward structure. In two experiments, we prime regulatory focus and manipulate task reward structure. Our participants perform a rule-based learning task whose solution requires flexible strategy testing as well as an information-integration task for which flexible strategy use hinders learning. Across two experiments, we predict and obtain a three-way interaction between regulatory focus, reward structure, and task. Relative to a mismatch, a match leads to better rule-based task performance, but worse performance on the information-integration task. We relate these findings to other work on motivation and choking under pressure.     

To err is human: How regulatory focus and action orientation predict performance following errors

In the current study, we hypothesize that post-error performance is influenced by individual differences in action orientation and situationally induced regulatory focus. Two experiments employing a time-pressured flanker-like task, measured participants’ dispositional action orientation and manipulated regulatory focus. As expected, accuracy of the responses following errors was reduced for all participants except for action-oriented participants in a promotion focus. The latter participants are assumed to down-regulate error-related negative affect, thereby saving resources for subsequent performance. A promotion focus is assumed to facilitate the optimal use of these resources.     

Approaching the true self: Promotion focus predicts the experience of authenticity

Research on subjective authenticity identifies several psychological antecedents that seem naturally tied to subjectively authentic experiences. Four studies (N = 525) tested the hypothesis that promotion focus (compared to prevention focus) represents another shared antecedent of subjective authenticity. Studies 1 and 2 examined correlations between regulatory focus and subjective authenticity in the context of goal-pursuit and interpersonal interactions. Studies 3 and 4 were within-subjects experiments designed to manipulate regulatory focus and examine the effects of promotion and prevention focus on subjective authenticity. Across all studies, we found that promotion focus (relative to prevention focus) was a robust predictor of subjective authenticity. Implications and future directions are discussed.     

How regulatory focus influences consumer behavior

According to Higgins ( 1997 ) the theory of regulatory focus says that in terms of both information processing and motivation it makes a difference whether people have a promotion or prevention focus. In this paper, this theory will be applied to the area of consumer psychology. In three experiments we show that consumer's regulatory focus either measured or induced in a given situation influences product evaluations. Study 1 shows that consumers are interested in different product features depending on their focus; whereas in the prevention focus they are more interested in safety‐oriented aspects, in the promotion focus they concentrate more on comfort‐oriented qualities. In Study 2, a typical prevention product and a typical promotion product are compared with one another and data shows that focus compatible products are evaluated more positively. In Study 3 we demonstrate that advertisments that correspond to the focus of the consumer lead to more positive evaluations of the product than advertisments that are incompatible with the focus of the consumer. Theoretical and practical implications will be discussed. Copyright © 2006 John Wiley & Sons, Ltd.     

Means or outcomes? Goal orientation predicts process and outcome focus

Previous research has demonstrated that the representation of goals primarily in terms of means (process focus) compared to outcomes of goal pursuit (outcome focus) increases across the lifespan. Nothing is known, however, about the processes underlying this age-related difference. The current study investigates age-related differences in growth and maintenance orientation as one of the factors contributing to age-related differences in goal focus. A self-report study (N = 123, 18 to 82 years, M = 48.59) presents first evidence that process focus is predicted by maintenance goal orientation, whereas outcome focus is predicted by growth goal orientation. Moreover, maintenance goal orientation mediates the positive association of age and process focus. Results are discussed taking a functional perspective of the role of goal orientation in age-related differences in goal focus.     

Bringing ethics into focus: How regulatory focus and risk preferences influence (Un)ethical behavior

In four laboratory studies, we find that regulatory focus induced by situational cues (such as the framing of an unrelated task) or primed influences people’s likelihood to cross ethical boundaries. A promotion focus leads individuals to be more likely to act unethically than a prevention focus (Studies 1, 2, and 3). These higher levels of dishonesty are explained by the influence of a person’s induced regulatory focus on his or her behavior toward risk. A promotion focus leads to risk-seeking behaviors, while a prevention focus leads to risk avoidance (Study 3). Through higher levels of dishonesty, promotion focus also results in higher levels of virtuous behavior (Studies 2 and 3), thus providing evidence for compensatory ethics. Our results also demonstrate that the framing of ethics (e.g., through an organization’s ethics code) influences individuals’ ethical behavior and does so differently depending on an individual’s induced regulatory focus (Study 4).     

How regulatory fit enhances motivational strength during goal pursuit

Higgins' (2000) theory of regulatory fit proposes that motivational strength will be enhanced when the manner in which people work toward a goal sustains (rather than disrupts) their regulatory orientation. This enhanced motivational strength in turn should improve efforts at goal attainment. In Experiment 1, predominantly promotion‐ and prevention‐focused participants were given the goal of writing a report on their leisure time, and were assigned either eagerness‐ or vigilance‐framed means to use. Promotion/eagerness and prevention/vigilance participants were about 50% more likely to turn in their reports than promotion/vigilance and prevention/eagerness participants. In Experiment 2, participants read either a promotion‐ or a prevention‐framed health message urging them to eat more fruits and vegetables, and were then asked to imagine either the benefits of compliance or the costs of non‐compliance. Promotion/benefits and prevention/costs participants subsequently ate about 20% more fruits and vegetables over the following week than promotion/costs and prevention/benefits participants. The implications of regulatory fit's enhancement of motivational strength are discussed. Copyright © 2004 John Wiley & Sons, Ltd.     

Illegitimacy improves goal pursuit in powerless individuals

The effects of power legitimacy on self-regulation during goal pursuit were examined. Study 1 focused on goal-setting and goal-striving. Specifically, it examined how much time legitimate and illegitimate powerless individuals needed to set goals, and how many means they generated to pursue these goals. Study 2 examined persistence in the face of difficulties. Consistently across these studies illegitimacy improved self-regulation in powerless individuals. Illegitimate powerless individuals behaved similarly as control participants. They took less time to decide on a course of action, used more flexible means to strive for goals, and persisted longer in the face of difficulties, compared to their legitimate counterparts. The implications of these findings are discussed.     

Valuing time: Moderate download times can improve online goal pursuit

This research examines how the length of time for which a goal is interrupted affects goal pursuit, in an online context. Goal interruption duration in the form of long download time duration has been identified as a significant impediment to electronic commerce. It is believed that a faster download time is always better to motivate web users to keep surfing. We challenge this belief. In three studies, we find that, under certain circumstances, longer rather than shorter download times motivate web users to keep surfing longer. The counterintuitive pattern of effects can be explained by web users' fit experiences (Higgins, 2000) while surfing. In particular, our findings suggest that when online surfing “feels right”, web users think that online information is right.     

A regulatory focus model of self-evaluation

Regulatory focus theory [Higgins, E. T. (1998). Promotion and prevention: Regulatory focus as a motivational principle. In M. P. Zanna (Ed.), Advances in experimental social psychology (Vol. 30, pp. 1-46). New York: Academic Press.] argues that concerns with growth and nurturance (i.e., a promotion focus) and concerns with safety and security (i.e., a prevention focus) produce different motives and perception. The current studies test whether regulatory focus also affects individuals’ strivings for self-evaluation. Specifically, we argue that a promotion or a prevention focus directs the self-evaluation process to self-esteem or self-certainty, respectively. Two studies supported this prediction by demonstrating that regulatory focus affects the strength of self-evaluation goals and individuals’ reactions to goal failure. In Study 1, we found that a promotion focus led to a stronger self-esteem goal (as measured by greater accessibility of esteem-related words), whereas a prevention focus led to a stronger self-certainty goal (as measured by greater accessibility of certainty-related words). In Study 2, a promotion failure led to lower self-esteem than a prevention failure, but a prevention failure led to lower self-certainty than a promotion failure. This research suggests an unrecognized role of nurturance and safety concerns in understanding the self-evaluation process.