Regulatory focus systems and personal values
Article first published online: 25 JUN 2008
Copyright © 2008 John Wiley & Sons, Ltd.
European Journal of Social Psychology
Volume 39, Issue 3, pages 415–429, April 2009
How to Cite
Leikas, S., Lönnqvist, J.-E., Verkasalo, M. and Lindeman, M. (2009), Regulatory focus systems and personal values. Eur. J. Soc. Psychol., 39: 415–429. doi: 10.1002/ejsp.547
- Issue published online: 9 MAR 2009
- Article first published online: 25 JUN 2008
- Manuscript Accepted: 6 MAY 2008
- Manuscript Received: 17 OCT 2007
The present studies sought connections between two highly influential, but separate motivational systems: the regulatory foci and personal values. Study 1 (N = 173) showed that promotion focus was positively associated with Achievement and negatively with Tradition values, whereas prevention focus was positively associated with Conformity and Security values, and negatively with Self-Direction and Stimulation values. Furthermore, interdependent self-construal moderated trait prevention focus' associations with Power, Benevolence, Universalism, and Conformity values. Study 2 (N = 150) showed that a promotion-framed message evoked more compliant behavior among those scoring high on Stimulation, Achievement, and Self-Direction values, but that a prevention-framed message evoked more compliance among those high in Conformity values. The results suggested that the regulatory foci are associated with certain values, and that these values may increase motivation in promotion- versus prevention-relevant situations. Copyright © 2008 John Wiley & Sons, Ltd.