Regulatory focus theory

Regulatory focus theory (RFT) is a theory of goal pursuit formulated by Columbia University psychology professor and researcher E. Tory Higgins regarding people's motivations and perceptions in judgment and decision making processes. 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. 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).