Regulatory concerns and appraisal efficiency: The general impact of promotion and prevention.

Abstract

It was hypothesized that people's appraisals both of themselves and of other objects in the world are more efficient when the emotional dimension underlying their appraisals fits their regulatory concerns. Regulatory focus theory distinguishes 2 such fundamental concerns: promotion concerns with accomplishment that relate to cheerfulness- and dejection-related emotions, and prevention concerns with security that relate to quiescence- and agitation-related emotions. Five studies found that individuals with stronger promotion concerns were faster in appraising how cheerful or dejected the object made them feel, whereas individuals with stronger prevention concerns were faster in appraising how quiescent or agitated the object made them feel. These greater appraisal efficiencies were found for both chronic and situationally induced promotion and prevention concerns and were independent of both the valence and the extremity of the appraisals.