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Showing posts with label regulatory focus. Show all posts
Showing posts with label regulatory focus. Show all posts

Thursday, June 23, 2011

Focus Locus Hocus Pocus!

As a parent, I find that the more widely I read on subjects not related to parenting, the more I find ideas that give me a new way to think about my parenting decisions. While reading articles on business and marketing, I came across the subject of Regulatory Focus Theory.

This theory, formulated by Professor E. Tory Higgins at Columbia University, proposes that there are two categories of people when it comes to goals. There are the people who have a Promotion Focus, and people who have a Prevention Focus. Promotion Focus is what motivates a person to move toward an aspirational goal, working actively to achieve something that counts as an advantage. The Higgins lab puts it this way: "A promotion focus emphasizes hopes, accomplishments, and advancement needs." The Prevention Focus creates more cautious behavior, motivated by preventing loss, and is guided by obligation, duty, and rules. As the Higgins Lab says, "A prevention focus emphasizes safety, responsibility, and security needs." A person's regulatory focus can either be chronic or momentary, i.e. normal state or induced by a given situation.  Promotion-focused individuals may speak of their goals using language such as "I could" "I want to" "I plan to" "I hope to," while prevention-focused individuals may use language such as "I should" "I have to" "I'm supposed to" while discussing goals.