Regulatory Focus Theory
What is promotion focus?
This self-regulation strategy emphasizes the pursuit of gains and aspirations toward ideals.
What is a gain frame?
A message that emphasizes achieving positive outcomes
What is processing fluency?
The ease with which people can process a message, leading to more favorable attitudes
“Get Energized!” – Is this tagline loss-framed or gain-framed, and why?
Gain-framed, because it emphasizes a positive outcome
What is prevention focus?
This self-regulation strategy emphasizes the avoidance of losses and fulfilling obligations
What is a loss frame?
A message that focuses on avoiding negative outcomes
What is the "feeling right" experience?
When people feel a message fits their focus and goals, increasing persuasiveness.
"Take action now to enjoy a healthier and more vibrant life!" - Is this message framed as a gain or a loss, and why?
gain-framed, because it highlights achieving the positive outcome of better health
Does eagerness align with promotion or prevention focus?
Eagerness aligns with the promotion focus, associated with achieving goals.
For which people is the gain-framed message the most effective and why?
for someone with a promotion focus, because it creates a regulatory fit
What is easier message processing?
Compatibility between a message frame and a person’s regulatory focus leads to this processing effect
"Avoid the risk of missing out on financial security—start saving now." – Is this message framed as a gain or a loss, and why?
loss-framed, because it emphasizes what could be lost or the negative outcome that could occur if the action is not taken.
What is regulatory fit?
When a message fits a person’s goal orientation/focus
For which people is the loss-framed message the most effective?
for someone with a prevention focus
What is conceptual compatibility?
explains for example why people process gain-framed messages more fluently when they are promotion-focused
"Stay ahead by securing your future today." – Is this message framed as a gain or a loss, and why?
more of a gain-framed message