Regulatory Focus And Human Motivation

For centuries, decision-making motivation was seen in the context of maximizing pleasure and minimizing pain. But recent... (more)

For centuries, decision-making motivation was seen in the context of maximizing pleasure and minimizing pain. But recent scientific research reveals a more complex framework. Regulatory Focus theory shows that we operate from four motivational states, not two, and it reveals a richer and more accurate framework for understanding our decisions. (less)