Emotions and decision making: Regulatory focus moderates motivational influences of anticipated emotions on attitudes

We investigate the moderating effects of self-regulatory foci (Higgins, 1996a) on the impact of anticipated emotions in decision making. We hypothesise that regulatory focus moderates the relationships between anticipated emotions of success and failure of performing an act and evaluations of the act. A promotion focus should highlight the role of dissatisfaction-satisfaction emotions in predicting evaluations, whereas a prevention focus should emphasise the impact of relaxationagitation emotions. Hypotheses were investigated in two studies. In the first, chronic self-regulatory orientations were assessed; in the second, self-regulatory concerns were manipulated. Results support the moderating effects of regulatory foci on the impact of negative anticipated emotions: Anticipated agitation induces more favourable action evaluations under a prevention focus; and anticipated dejection leads to more favourable action evaluations under a promotion focus. No interaction was detected involving positive emotions, suggesting that an asymmetry may exist in motivational regulation of emotional information.