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 perceptions in the decision making process. 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).

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 perceptions in the decision making process. 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).