Role of regulatory focus in the asymmetric perception of gains versus nonlosses and of losses versus nongains

Abstract

We tested the effects of regulatory focus on the asymmetric perception of losses versus nongains and of gains versus nonlosses. In Experiment 1, situational regulatory focus was manipulated by a priming task and then participants evaluated the outcome fairness of different distribution scenarios. In Experiment 2, participants completed the Regulatory Focus Questionnaire and then evaluated the outcome fairness of various distribution scenarios. Results showed that: (a) The gains versus nonlosses asymmetry in perceived fairness was stronger with a situational promotion focus, and the losses versus nongains asymmetry in perceived unfairness was stronger with a situational prevention focus; (b) The losses versus nongains asymmetry in perceived unfairness was stronger with a chronic prevention focus, whereas the gains versus nonlosses asymmetry in perceived fairness was positive with both a chronic promotion focus and chronic prevention focus. Taken together, the findings demonstrate that a situational regulatory focus has more extensive effects than does a chronic regulatory focus on asymmetric perceptions of outcomes. These results offer insights for understanding the differences between chronic and situational regulatory focus.