Motivations underlying attitudes: regulatory focus and majority versus minority support

Drawing on regulatory focus theory, the present work examined the motivations underlying intergroup attitudes expressed under conditions of majority versus minority support. In two studies, participants expressed their attitudes towards equality and non‐discrimination of foreigners and were informed that the equality and non‐discrimination principle was supported by either a majority or a minority. Regulatory focus was assessed as the extent to which participants felt promotion‐related and prevention‐related emotions when acting either inconsistently or consistently with the egalitarian principle. Results provided evidence supporting the hypothesis that attitudes are related to prevention emotions when supported by a majority, but to promotion emotions when supported by a minority. Copyright © 2007 John Wiley & Sons, Ltd.