Performance incentives and means: how regulatory focus influences goal attainment.

Study 1 demonstrated that as individuals' promotion-related ideal strength increases, performance on an anagram task is greater for a monetary task incentive framed in terms of gains and nongains (i.e., promotion framed) than one framed in terms of losses and nonlosses (i.e., prevention framed), whereas the reverse is true as individuals' prevention-related ought strength increases. Study 2 further demonstrated that with promotion-framed task incentives, individuals' ideal' strength increases motivation for promotion-related goal attainment means (gaining points), whereas with prevention-framed task incentives, individuals' ought strength increases motivation for prevention-related means (avoiding losing points). These results suggest that motivation and performance are greater when the regulatory focus of task incentives and means match (vs. mismatch) the chronic regulatory focus of the performers.

Duke Scholars

Author James Shah Psychology & Neuroscience