Valences of self-evaluation and approach-avoidance tendencies: Research based on regulatory focus theory

Yuka Ozaki · Kaori Karasawa

35 citations0/0 files storedThe Japanese journal of psychology

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Behavioral Health and Interventions Decision-Making and Behavioral Economics Psychological Testing and Assessment

Abstract

Four studies were conducted to investigate the relationship between valences of self-evaluation and approach-avoidance tendencies. Based on regulatory focus theory (Higgins, 1997, 1998), we predicted that positivity of self-evaluation is related to the tendency to approach gains, while negativity of self-evaluation is related to the tendency to avoid losses. In Study 1, a self-report measure of behavioral tendencies for approaching gains and avoiding losses was developed. In Studies 2 to 4, correlations between these approach/avoidance tendencies and various kinds of self-evaluations were examined. Overall, the authors' predictions were supported. The results suggest that the self-evaluation system and the self-regulation system work in close cooperation with each other in controlling human behavior.

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References

1965Society and the Adolescent Self-Image 1997Beyond pleasure and pain.1998Promotion and Prevention: Regulatory Focus as A Motivational Principle 1982Control theory: A useful conceptual framework for personality-social, clinical, and health psychology.1994Relationship between attitudes and evaluative space: A critical review, with emphasis on the separability of positive and negative substrates.2002Motivation by positive or negative role models: Regulatory focus determines who will best inspire us.1989Self‐Presentational Motivations and Personality Differences in Self‐Esteem 1996Positive and negative global self-esteem: A substantively meaningful distinction or artifactors?

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