Neural correlates of evaluation associated with promotion and prevention regulatory focus

Higgins (1997, 1998) proposed two self-regulatory or motivational systems—one sensitive to gains (promotion) and one sensitive to losses (prevention). To examine the interaction of motivation and cognition, participants made good/bad or abstract/concrete judgments about concepts during fMRI scanning. After scanning, participants rated the extent to which each stimulus was good and bad and completed a questionnaire that measured promotion/prevention orientation. For each participant, contrast maps were generated representing the association between neural processing and stimulus valence (good/bad), and these factors were then regressed against participants’ promotion and prevention focus scores. For the good/bad but not for the abstract/concrete task, promotion focus was associated with greater activity in the amygdala, anterior cingulate, and extrastriate cortex for positive stimuli, and prevention focus was associated with activity in the same regions for negative stimuli; these results are consistent with the hypothesis that the way in which evaluative information is processed is influenced by individual differences in self-regulatory focus.