This article reviews the current state of the regulatory focus literature as it relates to consumer behavior, with a special emphasis on the goal pursuit processes that naturally align with the promotion and prevention systems. Because most research on such processes has taken place within the framework of regulatory fit theory, we highlight regulatory fit findings. We also suggest practical implications of these goal pursuit processes for marketing and branding. We then shift our attention to the standards that people use to evaluate their goal pursuit processes and examine how these standards and their use might differ with respect to regulatory focus. Finally, we share a new line of work on regulatory focus-specific goal pursuit processes and describe avenues for future research.
K E Y W O R D Sgoals and motivation, preference and choice, self-regulation and self-control
This chapter explores the motivational dynamics of the promotion and prevention systems outlined in regulatory focus theory (Higgins, 1997). It includes a review of the core tenets of the theory—identifying and responding to important and frequently asked questions—in discussing significant research of the past two decades since the theory made its debut. In particular, the chapter includes a discussion of what defines each system, how regulatory focus orientations are commonly measured and manipulated, what differentiates promotion and prevention motivation from approach and avoidance motivation, what characterizes the trade-offs of each system, and newer developments in research on regulatory fit, group dynamics, and motivational flexibility. Throughout, avenues for future research are suggested.
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