CULTURED MINDS
An Investigation of How Culture Affects Decision Making
REGULATORY FOCUS
Originally proposed in (Crowe & Higgins, 1997), regulatory focus is ‘the motivational system associated with collectivistic & individualistic cultures. Self-regulatory orientations (Promotion-focused or Prevention-focused) guide people in their goal pursuit activities and these behavioural tendencies have even been observed in online navigation and purchases (Cyr, 2010). Research by (Aaker & Lee, 2001) has linked regulatory focus orientation to the aforementioned independent and interdependent self-construals: those with a more accessible independent self view are more persuaded by promotion-focused information whereas those with a more accessible interdependent self-view are more receptive to prevention-focused information.
Prevention Orientation
Strive toward safety and security and focus on fulfilling duties/responsibilities with the overarching aim to minimise negative outcomes. (Lee & Semin, 2008).
Promotion Orientation
Strive for growth and achievement and aim to maximise positive outcomes.
