Abstract

People approach pleasure and avoid pain. To discover the true nature of approach-avoidance motivation, psychologists need to move beyond this hedonic principle to the principles that underlie the different ways that it operates. One such principle is regulatory focus, which distinguishes self-regulation with a promotion focus (accomplishments and aspirations)from self-regulation with a prevention focus (safety and responsibilities). This principle is used to reconsider the fundamental nature of approach-avoidance, expectancy-value relations, and emotional and evaluative sensitivities. Both types of regulatory focus are applied to phenonomena that have been treated in terms of either promotion (e.g., well-being) or prevention (e.g., cognitive dissonance). Then, regulatory focus is distinguished from regulatory anticipation and regulatory reference, 2 other principles underlying the different ways that people approach pleasure and avoid pain. It seems that our entire psychical activity is bent upon procuring pleasure and avoiding pain, that it is automatically regulated by the PLEASURE-PRINCIPLE. (Freud, 1920/1952, p. 365) People are motivated to approach pleasure and avoid pain. From the ancient Greeks, through 17th- and 18thcentury British philosophers, to 20th-century psychologists, this hedonic or pleasure principle has dominated scholars ' understanding of people's motivation. It is the basic motivational assumption of theories across all areas of psychology, including theories of emotion in psychobiology (e.g., Gray, 1982), conditioning in animal learning