We examined role model preferences among individuals contemplating additive and subtractive behavior changes. Individuals considering engaging in a potentially beneficial activity, an additive behavior, were more likely to view positive models as effective motivators. Individuals considering abstaining from a potentially deleterious activity, a subtractive behavior, were more likely to view negative models as effective motivators. In addition, we examined the impact of participants' regulatory focus on role model preferences. In Studies 1 and 2, we measured promotion and prevention focus directly. In Study 3, we used self-construals as an indirect measure of regulatory focus. In all studies, promotion-focused individuals were especially likely to prefer positive role models when contemplating additive behaviors; prevention-focused individuals were especially likely to prefer negative role models when contemplating subtractive behaviors.
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