Regulatory focus theory

Regulatory focus theory (RFT) is a goal pursuit theory:444 formulated by Columbia University psychology professor and researcher E. Tory Higgins regarding people's perceptions in the decision making process. RFT examines the relationship between the motivation of a person and the way in which they go about achieving their goal. RFT posits two separate and independent self-regulatory orientations: prevention and promotion (Higgins, 1997). Regulatory focus theory (RFT) is a goal pursuit theory:444 formulated by Columbia University psychology professor and researcher E. Tory Higgins regarding people's perceptions in the decision making process. RFT examines the relationship between the motivation of a person and the way in which they go about achieving their goal. RFT posits two separate and independent self-regulatory orientations: prevention and promotion (Higgins, 1997). This psychological theory, like many others, is applied in communication, specifically in the subfields of nonverbal communication and persuasion. Chronic regulatory focus is measured using the Regulatory Focus Questionnaire (Higgins et al., 2001) or the Regulatory Strength measure. Momentary regulatory focus can be primed or induced. To understand RFT, it is important to understand another of E. Tory Higgins' theories: regulatory fit theory. When a person believes that there is 'fit', they will involve themselves more in what they are doing and 'feel right' about it.:209 Regulatory fit should not directly affect the hedonic occurrence of a thing or occasion, but should influence a person's assurance in their reaction to the object or event. Regulatory fit theory suggests that a match between orientation to a goal and the means used to approach that goal produces a state of regulatory fit that both creates a feeling of rightness about the goal pursuit and increases task engagement (Higgins, 2001, 2005). Regulatory fit intensifies responses, such as the value of a chosen object, persuasion, and job satisfaction. Regulatory fit does not increase the assessment of a decision; instead when someone feels 'right' about their decision, the experience of 'correctness and importance' is transferred to the ensuing assessment of the chosen object, increasing its superficial worth. Research suggests that the 'feeling right' experience can then sway retrospective or prospective evaluations. Regulatory fit can be manipulated incidentally (outside the context of interest) or integrally (within the context of interest). RFT refers to when a person pursues a goal in a way that maintains the person's own personal values and beliefs, also known as regulatory orientation. This theory operates on the basic principle that people embrace pleasure but avoid pain, and they then maintain their regulatory fit based on this standard. The regulatory focus is basically the way in which someone approaches pleasure but avoids pain. An individual's regulatory focus concentrates on desired end-states, and the approach motivation used to go from the current state to the desired end-state. This theory differentiates between a promotion-focus on hopes and accomplishments, also known as gains. This focus is more concerned with higher level gains such as advancement and accomplishment. Another focus is the prevention-focus based on safety and responsibilities, also known as non-losses. This focus emphasizes security and safety by following the guidelines and the rules. These two regulatory focuses regulate the influences that a person would be exposed to in the decision-making process, and determine the different ways they achieve their goal, as discussed by RFT. An individual's regulatory orientation is not necessarily fixed. While individuals have chronic tendencies towards either promotion or prevention, these preferences may not hold for all situations. Furthermore, a specific regulatory focus can be induced.