“…One framework that offers such insight is regulatory focus theory (Higgins, , ). Since its introduction over 20 years ago, much has been written about regulatory focus theory's contributions to the field's understanding of goal pursuit, judgment, and decision‐making both broadly (e.g., Cornwell & Higgins, ; Freitas & Higgins, ; Higgins, ) and specifically in the domain of consumer behavior (e.g., Pham & Chang, ; Pham & Higgins, ; Werth & Foerster, ). The bulk of this work has been concerned with the different end states that constitute people's goals—both those that relate to individuals’ hopes and aspirations (i.e., promotion goals) and to their duties and responsibilities (i.e., prevention goals).…”