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When to Begin? Regulatory Focus and Initiating Goal Pursuit

Yale University, antonio.freitas{at}yale.edu

Nira Liberman

Indiana University

Peter Salovey

Yale University

E. Tory Higgins

Columbia University

The authors propose that a prevention focus fosters preferences to initiate action earlier than does a promotion focus. Data from four studies either measuring or manipulating regulatory focus support this proposal. Participants in a prevention focus preferred initiating academic (Studies 1 and 2) and nonacademic (Study 3) actions sooner than did participants in a promotion focus. Participants working through a set of anagrams solved those that were prevention framed before those that were promotion framed (Study 4). Moreover, regulatory focus and perceived task valence each accounted for unique variance in participants’ task-initiation preferences (Study 3). The findings’ implications are discussed for task choice, susceptibility to distraction, and other aspects of self-regulation.

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