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Regulatory focus theory encompasses promotion focus, seeking success and prevention focus, avoiding failure. These mutually exclusive focuses, when matched with the appropriate goal pursuit strategy, promotion with eager and prevention with vigilant, create a state of regulatory fit. This state of regulatory fit leads to different outcomes which the current study has grouped into fit sensitivity and performance. Fit sensitivity is the sensitivity to fit effects with an absence of correctness while performance outcomes are based in correctness. The goal of the current study was to examine both fit sensitivity and performance in the same task to demonstrate a difference in fit sensitivity effects between types of fit while showing equal performance between promotion and prevention fit. An applicant hiring simulation was implemented. 24 applicant profiles for the position of police officer were generated, six with high risk/ variable reward elements meant to align with individuals in a state of promotion fit, six with low-risk/consistent-reward elements meant to align with individuals in a state of prevention fit, and six applicant profiles with a high probability of succeeding and finally six applicant profiles meant to have a low probability of succeeding. Participants rated the applicant profiles on their suitability and recommended 12 applicants to be hired. Initial results did not support the hypotheses, however exploratory analysis did demonstrate fit sensitivity for prevention fit. Additional exploratory analyses are discussed and possible explanations for the lack of results are examined. / Master of Science / Regulatory focus theory includes two types of motivational orientations, promotion focus which centers on seeking success and prevention focus which centers on avoiding failure. If the way an individual’s pursues a goal (goal pursuit strategy) matches his or her regulatory focus orientation then he or she is considered to be in a state of regulatory fit. This state leads to various outcomes different than if an individual is in a state of non-fit. In the current study I have grouped these consequences into two types: fit sensitivity and performance. Essentially fit sensitivity is when the consequences seen do not have a correctness component and may be difference depending on the type of regulatory fit (promotion and prevention). Performance is when there is a correct or incorrect component to the outcome. The goal of the current study was to show that although fit sensitivity outcomes may be different for promotion fit and prevention fit, both fit states can lead to the same performance. With the initial analysis hypotheses were not supported but exploratory analysis did lend some support for prevention fit sensitivity. Discussion includes possible explanations for the lack of fit effects found.

This study extended previous research by applying Higgins (2007) theory of Regulatory Fit to the context of performance feedback. Participants worked on an in-basket task in two 30 minute segments. Following the first 30 minutes segment, they were given recommendations for improving their performance framed in a manner that either did or did not fit their motivational orientation. Hypotheses predicted that compared to instances of non-fit, conditions of regulatory fit between recommendation frame (Eager vs. Vigilant) and motivational orientation (Promotion vs. Prevention) would have a significantly greater, positive impact on the following three outcomes: 1) Variety and Frequency of Feedback Use, 2) Feedback Recall, and 3) Attitudes Following Feedback. Overall results supported this assertion. Participants in condition of regulatory fit engaged in a significantly greater variety of behaviors and did so more frequently than those assigned to non-fit conditions. And while the effect of regulatory fit on feedback recall was not significant, it did approach significance (p = .07) and produced a pattern of results consistent with the predictions of regulatory fit. Counter to previous research, regulatory fit did not have significant impact on Attitudes Following Feedback in the current study. Implications and suggestions for future research are discussed. / Ph. D.

L’objectif de cette thèse est d’explorer les effets persuasifs de la formulation des communications de santé et les processus psychologiques qui les sous-tendent sur l’intention de suivre une recommandation de santé. Ainsi, nous nous proposons d’expliquer les raisons de l’influence persuasive de la présentation d’un individu modèle dans des campagnes de promotion de la santé. Nous avons mené 9 études expérimentales (1221 participants au total) dont les résultats mettent en exergue des schémas d’explication de l’impact de l’exposition à un individu modèle en tant que stratégie sociale de motivation. Nos données défendent la thèse selon laquelle les individus modèles positifs ou négatifs activent une orientation motivationnelle respectivement en promotion ou en prévention, qui fait varier l’effet du cadrage d’un message de santé : un modèle est plus motivant lorsqu’il est cohérent avec l’orientation motivationnelle cadrée dans un message. Un Autrui positif engendre une hausse de l’intention des individus à suivre une recommandation de santé dès lors qu’elle est préconisée avec un message cadré en promotion, se focalisant sur l’accomplissement. A contrario, un Autrui négatif engendre une hausse de l’intention des individus lorsque le comportement cible est recommandé avec un message cadré en prévention, se focalisant sur la protection. Nous définissons ce phénomène cohérence motivationnelle par individu modèle, et nous expliquons ses effets à l’aide de deux modèles causaux. Le premier modèle démontre que l’effet de la cohérence motivationnelle sur l’intention de suivre une recommandation de prévention (i.e. adopter une alimentation équilibrée) est médiatisé par les dimensions d’efficacité et d’auto-efficacité comportementale. Le deuxième modèle, expliquant l’effet de la cohérence motivationnelle sur l’intention de suivre une recommandation de dépistage (i.e. faire le test de dépistage du cholestérol), démontre que cet effet est médiatisé par les dimensions d’auto-efficacité comportementale et d’auto-efficacité de la gestion des conséquences. En se positionnant dans le cadre des recherches sur l’influence sociale et la persuasion, cette thèse apporte des réflexions théoriques concernant le rôle de l’exposition à un Autrui en tant que force motivationnelle, et ainsi la régulation sociale du fonctionnement cognitif amenant les personnes à s’engager dans des comportements d’amélioration de la santé. / The goal of the present research is to explore the persuasive effect of the framing of health communications on the intention to follow the promoted recommendation, and to understand the psychological processes underlying such effects. More precisely, we aim to explain the persuasive effect of presenting a role model in health-promotional campaigns. We carried out 9 experimental studies (for a total of 1221 participants), which led to an explanatory model of the impact of exposure to role models as a social source of motivation. Our findings show that positive or negative role models temporarily prime the individuals’ regulatory focus on respectively promotion or prevention, altering the effects of message framing: a role model is more motivating when it fits the regulatory framing of the message. A positive role model, which primes a promotion focus, increases individuals’ intention to engage in health behaviours when these are recommended by a promotion-framed message focusing on accomplishment. Correspondingly, a negative model, which primes a prevention focus, motivates individuals when the health behaviours are recommended in a prevention-framed message focusing on safety. We name this phenomenon regulatory fit by vicarious experience, and we explain its effects by validating two causal models. We show that the effect of regulatory fit by vicarious experience on the intention to engage in a preventive behaviour (i.e. a healthy diet) is mediated by the perceived response-efficacy and behavioural self-efficacy (first causal model). On the other hand, its effect on the intention to engage in a detection behaviour (i.e. a cholesterol screening) is mediated by the perceived behavioural self-efficacy and coping self-efficacy (second causal model). Rooted in the field of social influence and persuasion, the present research offers theoretical and innovative insights into the role of exposure to a role model as a motivational force, as well as the social regulation of the cognitive processes leading individuals to engage in health behaviours.

近年來，行銷領域所探討之調節焦點理論與調節配適理論，是有關於消費者心理的研宄，主要是強調，當消費者本身的長期目標導向和所採取的手段方法達到配適時，可以使消費者「感覺對了」，因而產生好的態度反應。同理，當廣告所傳遞的訊息焦點和消費者本身的長期目標導向配適時，也就能使消費者對標的物產生好的態度反應。 本研究以調節焦點理論與調節配適理論為基礎，觀察台灣和日本的消費者，旨在探討文化背景的不同，是否會影響消費者的長期目標導向？對調節配適的效果又會有怎樣的影響？而消費者自我監控程度的不同，又會對調節配適效果發生怎樣的調節作用？ 而本研究結果顯示： 一、 在促進廣告訊息焦點下，當消費者長期促進導向程度越高，越能提升消費者的態度反應，然而在預防廣告訊息焦點下，消費者長期預防導向程度越高時，則無法看出較佳的態度反應。 二、 日本的男、女消費者在預防長期目標導向程度上的差距，大於台灣的男、女消費者差距。 三、 在促進廣告訊息焦點下，消費者的促進導向程度越高，越能提升好的態度反應，此效果在日本的消費者上更明顯 四、 在促進（預防）廣告訊息焦點下，消費者的長期促進（預防）導向程度越高，對產品態度和廣告態度有正向（負向）的提升效果，然而當消費者自我監控程度越高會越弱化該效果。 / Regulatory focus theory and regulatory fit theory are talking about research of consumer’s behaviour in marketing related field in recent years. Two theories emphasise that when consumer’s long-term goal orientation fits methods they take, consumer would feel “that is right” and then positive attitude reaction is made. Meanwhile, when messages from advertisement fit consumer’s long-term goal orientation, consumer would have positive attitude toward the object of advertisements. This research is based on regulatory focus theory and regulatory fit theory to observe consumers in Taiwan and Japan. It discusses does differences of culture background affect consumer’s long-term goal orientation or not. How does culture background influences outcomes of regulatory fit theory? What kind of results based on regulatory fit theory would be made according to differences of consumer’s self-monitoring? The results of the research are in the following: First, in promotion focus advertisement, when the extent of consumer’s chronic promotion goal orientation is higher, the consumer attitude toward the object of the advertisement is more positive. However, in prevention focus advertisement, though the extent of consumer’s chronic prevention goal orientation is higher, consumer did not show more positive attitude toward the object of advertisement. Second, the difference in prevention goal orientation between male and female consumer in Japan is bigger than the difference in prevention goal orientation between male and female consumer in Taiwan. Third, in promotion focus advertisement, when the extent of consumer’s chronic promotion goal orientation is higher, the consumer attitude toward the object is more positive. This situation is more obviously in Japan’s consumer than in Taiwan’s consumer. Finally, in promotion (prevention) focus advertisement, when the extent of consumer’s chronic promotion (prevention) goal orientation is higher, the consumer attitude toward the object is more positive (negative). However, this result will be more unobvious when the extent of consumer’s self-monitoring is higher.

The impact of affect on learning and performance has caused many researchers in the field of cognitive psychology to acknowledge the value of motivationally supportive instruction. Goal orientation, which refers to the perceptions and behaviors of the learner in achievement situations, has been the most predominant theory in learning motivation. However, research suggests multiple components are responsible for affecting student cognitive engagement. The traditional framework distinguishes individuals who are self-motivated to master challenging tasks from those who are motivated to earn favorable judgments of performance as intrinsic and extrinsic learners, respectively. In addition, learners may be further categorized by an eagerness to ensure a positive outcome or by their vigilance in avoiding negative outcomes. As such, my research explores how these motivational categories can be utilized to construct a more robust instructional model. The objective of this research is to evaluate the effectiveness of adaptive remediation strategies on motivation and learning performance. Research suggests the cost of integrating cognitive tasks with error analysis outweigh the benefits of sparse learning gains. However, further investigation is required to understand how feedback can improve these outcomes. The experiment presented here seeks to evaluate the adaptive instruction of two pedagogical agents embedded within two separate versions of the Virtual BNI Trainer. The basic coach uses a model of the learner's experience level to determine an appropriate level of elaboration required during remediation. In contrast, the motivationally enhanced coach uses a model of the learner's goal orientation to construct feedback that appeals to their natural disposition. A controlled experiment was conducted to evaluate the effects of adaptive instruction on student self-efficacy, engagement, and learning performance in the Virtual BNI Training Environment. The results of this experiment are used to establish guidelines for integrating goal orientation, error analysis, and feedback within a virtual coach, to improve motivation and learning performance. In addition, these findings also indicate areas for future research.