Promotion and prevention Theory of Tory Higgins
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Transcript of Promotion and prevention Theory of Tory Higgins
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Promotion and prevention
Theory of Tory Higgins
Lecture 5
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Approach vs. avoidance
• Approach – towards positive goals• Avoidance – away from negative goals
• Different types of positive goals
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Goals and evaluation
• Minimal goals• Maximal goals
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Minimal and maximal goals and evaluation of outcome
Minimal goal
Negative Non-negative
Non-positive Positive
Maximal goal
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Promotion and prevention – theory of Tory Higgins
• Two regulatory modes: – Through positive states – promotion mode (promotion
focus)– Through negative states – prevention mode (prevention
focus)
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Discrepancies within the „self” (Tory Higgins)
• Ideal self – whom I would like to be• Ought self – whom I should be• Reflected self – who the others would like me to
be• Real self – who I am
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Ideal vs. ought self
• Who I want to be (my hope, aspirations) vs. who I ought to be (norms, moral principles)
• „I want” vs. „I have to”• Id vs. superego• My own goals (internalized) vs. goals
imposed by society
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Ideals vs. oughts
• Ideals – maximal goals– Goal-consistency – positive outcome– Goal-inconsistency – non-positive outcome
• Oughts – minimal goals– Goal-consistency – non-negative result– Goal-inconsistency – negative result
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Minimal and maximal goals and evaluation of outcome
Minimal goal
Negative Non-negative
Non-positive Positive
Maximal goal
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Promotion and prevention – theory of Tory Higgins
• Two regulatory modes: – Focus on ideals Maximizing positive states
promotion focus– Focus on oughts Minimizing negative states
prevention focus
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Promotion vs. prevention
• Differences in upbringing• Differences in experienced emotions• Differences in risk behavior
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Promotion focus
Promotionfocus
Nurturance needs
Strong ideals
Gain/non-gain situations
Sensitivity to presence or absence of positive outcomes
Approach as strategy
Insure hits and insure againstErrors of omission
Cheerfulness/dejection emotions
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Prevention focus
Preventionfocus
Security needs
Strong oughts
Non-loss/losssituations
Sensitivity to absence or presence of negative outcomes
Avoidance as strategy
Insure correct rejections and Insure against errors of commission
Queiscence/agitationemotions
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Promotion vs. Prevention and risk-seeking
• Promotion minimizing false negatives risk seeking
• Prevention minimizing false positives risk aversion
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Categorization decisions
Outcome
AlternativeOutcome
predictor H Alternative predictor non-H
aHits
bFalse positives
cFalse negatives
dCorrect
rejections
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Passed the test Failed / did not take the test
fit misfitfitmisfit
Hit False positive
False negative
Correct rejection
Prevention minimizes this Promotion minimizes this
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Risk behavior and categorization decisions
• minimizing false positives risk aversion• minimizing false negatives risk seeking
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Promotion vs. Prevention and emotions
• Regulatory modes and the emotional circumplex of Russell and Mehrabian
• Telic vs. Paratelic motivation
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Promotion vs. prevention and categorization processes - summary
• Don’t accept the undesirable
• Minimize false alarms• Negativity effect• Risk-avoidance• Preservation of status quo
(security, conservation)
• Don’t reject the desirable• Minimize misses• Positivity effect• Risk-seeking• Change of status quo
(development, optimization)
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Summary of the two regulatory modes
Promotion PreventionIdeals Oughts
Ensures development Ensures security
Emotions: from boredom to excitement to sadness and disappointment
Emotions: from tension to relaxation
Risk seeking strategies: maximization of „hits”
Risk averse strategies: maximization of „correct rejections”
„Eager” strategies – focus on positives „Vigilant” strategies – focus on negatives
Positivity effect? Negativity effect?
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Other correlates
Promotion Prevention
Speed preferred to accuracy Accuracy preferred to speed
Additive counterfactuals (If I did X…) Subtractive counterfactuals (If I haven’t done X…)
Omission error – sense of guilt for not doing something
Commission error – sense of guilt for having done something
In categorization tasks more categorization criteria
In categorization tasks generowaniefewer categorization criteria
Openess to change, e.g. the present course of action
Lack of openess to change, less frequent changes of course of action
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Promotion – prevention as trait and state
• Dispositional trait - chronic regulatory focus• Situationally evoked mode – focus on promotion
vs. prevention
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Promotion/prevention as disposition – measurement methods
• Self-guide Strength Measure – based on reaction time to ideals- and oughts- associated contents
• Regulatory Focus Questionnaire 11 items, scale 1-5 (exemplary items)– Compared to most people are you typicaly unable to get what you want
out of life? (promotion- reversed)– Not being careful enough has gotten me into trouble at time (prevention
reversed)– I feel like I have made progress toward being successful in my life
(promotion)– Did you get on your parents’ nerves often when you were growing up
(prevention reversed)
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Prmotion vs. prevention as state
• Priming of oughts vs. ideals”• Focus on positives (eager strategy) vs. elimination
of negatives (vigilant strategy)– Presentation of a task as gain vs. loss prevention
• You get $3 – during the task you can receive more (promotion) vs. you get $6 – during the task you can lose part of the sum (prevention)
– Instruction: how much you would have gained if you chose X (promotion) vs. how much you would have lost if you have not chosen X (prevention)
– Find useful elements (promotion) vs. eliminate harmful elements (prevention)
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Consequences of „regulatory fit”
DispositionalSituational
Promotion Prevention
Promotion Faster reaction timeHigher evaluation of an object chosen in the decision process
Slower reaction timeLower evalutaion of the chosen alternative
Prevention Slower reaction timeLower evalutaion of the chosen alternative
Faster reaction timeHigher evaluation of an object chosen in the decision process
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Promowanie-zapobieganie a inne teorie
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Kołowa teoria emocji (‘emotional circumplex’)
Dwa wymiary emocji:
•Znak (przyjemny – przykry)
•Pobudzenie (wysokie – niskie pobudzenie)
James A. Russell (University of British Columbia)
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hectic excitingalive
exhiliratinginteresting
arousing
stimulating sensational
pleasing
pretty beautiful
pleasantnice
serene
restfulpeacefulcalm
tranquil
rushed
intense
frenzied
panicky
tenseforceful
uncomfortable
dissatisfying
displeasing
repulsive
unpleasant
unstimulating
dulldreary
boring
inactive
idle
monotoneous
active
lazy slow
drowsy
High arousal
Low arousal
negative
positive
After: Russell, Lanius, 1984
Emotional circumplex
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Emotional circumplex and promotion-prevention
High arousal
Excitement
Pleasant
Relaxation
Low arousal
Boredom
Unpleasant
Anxiety PREVENTION
PROMOTION
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Promotion – prevention and telic vs. paratelic motivation
Theory of Michael Apter
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Telic vs. paratelic motivationactivity
goal
goal
activity
Telic motivation
Paratelic motivation
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Donald O. Hebb
Michael J. Apter
vs
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Telic vs. paratelic motivation
• TELIC– Initiated by unpleasant
arousal (anxiety)– Ultimate goal – relaxation– High arousal – unpleasant– Low arousal – pleasant– Motivation: avoiding overly
stimulating environments
• PARATELIC– Initiated by low arousal
(boredom)– Ultimate goal – excitement– High arousal – pleasant– Low arousal– unpleasant– Motivation: looking for
stimulating environments
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Emotional circumplex and telic-paratelic motivation
High arousal
Excitement
Pleasant
Relaxation
Low arousal
Boredom
Unpleasant
AnxietyTELIC
PARATELIC
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Is the dichotomy of promotion v. prevention related to other dichotomies?
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Promotion-prevention and temporal perspective
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Mental construal theory by Yaacov Trope and Nira Liberman
• Psychological distance– Temporal: close vs. distant events– Spatial: close vs. distant situations and
objects– Social: us vs. them– Psychological: real vs. hypothetical
Yaacov Trope
Nira Liberman
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Representation of objects and events depends on psychological distance
• The more distant (temporal, spatial, psychological) the more:– Abstract– Polarized – unambiguously positive or negative– Homogeneous– Future behaviors categorized on higher identification
level than present behaviors– (what are you doing? vs. what will you be doing?)
• Works both ways:– Perspective categoryzation– Categorization perspective
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Promotion-prevention and mental construal
• Promotion more psychological distance• Prevention less psychological distance
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Summary: „either – or” vs. necessary balance?
• Consquences of prevention only?• Consequences of promotion only?