The Influence of Regulatory Focus on Media Choice in Interpersonal Conflicts

Abstract

People’s choices of (electronic) communication channels are central to the quality of communication—and sometimes detrimental to their actual communication goals. However, while factors influencing media choice are abundant, potential means to intentionally influence these choices are scarce within computer-mediated communication research. We explore the role of regulatory focus as one possible factor to understand and influence media choice in interpersonal conflicts. Regulatory focus theory proposes two motivational systems, promotion (i.e., needs for nurturance and growth) and prevention (i.e., needs for safety and security), that account for differences in preferred strategies for goal-pursuit. In a vignette-based study, we manipulated the situational regulatory focus (promotion or prevention) and surveyed participants’ preferred media choice for a hypothetical conflict scenario. Our results show that the induction of a dominant prevention focus (vs. promotion focus) leads to a shift in preference towards leaner communication media and channels that establish a higher subjective buffer between sender and receiver (e.g., text-messaging over calling). We elaborate on how these findings contribute to the understanding of media choice in interpersonal conflicts and point out potential ways to influence behavior through the design of communication technologies. Limitations of the present study and future research opportunities are discussed.