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Cited by 53Cultural Differences and ValuesBehavioral Health and InterventionsSocial and Intergroup Psychology

Promotion, Prevention or Both: Regulatory Focus and Culture Revisited

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Kurman, Jenny, Hui, Chin Ming·2011·Online Readings in Psychology and Culture
DOI 10.9707/2307-0919.1109
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Abstract

Regulatory focus theory (e.g., Higgins, 1997) presented a differentiation between promotion orientation, focused on growth and advancement, and prevention orientation, focused on safety and security. Cross-culture differences in these systems generally show that that collectivist, Eastern cultures (mostly East-Asian cultures) are considered as prevention oriented whereas Western cultures are considered as promotion oriented. Two main claims that contribute to the refinement of the relations between culture and regulatory foci will be presented. The first refinement pertains to the relations between individualism-collectivism and regulatory foci on base of the vertical-horizontal distinction, showing that vertical collectivism is especially relevant to regulatory foci. The second claim challenges the traditional notion of uni-dimensional mapping of cultures on the prevention-promotion continuum. Cultural groups from Hong Kong and Israel were compared in their typical levels of regulatory foci and in reaction to different incentive framing (gain/non-gain vs non-loss/loss). The findings revealed a culture (Hong Kong) that is oriented to both, prevention and promotion, at least regarding achievement.

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Authors
Kurman, J., & Hui, C. M.
Affiliations
  • University of Haifa (IL)
  • Northwestern University (US)
ORCID
Venue
Online Readings in Psychology and Culture
Publisher
Grand Valley State University Libraries - DIGITAL COMMONS JOURNALS
Published
2011-11-01
Volume
5
Issue
3
ISSN
2307-0919 (ISSN-L)
DOI
10.9707/2307-0919.1109
OpenAlex
W2062784533
Cited by
53
References
69
Citations by year
2026: 1 · 2025: 9 · 2024: 2 · 2023: 3 · 2022: 7 · 2021: 8 · 2020: 7 · 2019: 6 · 2018: 2 · 2017: 3 · 2016: 1 · 2015: 2 · 2014: 1
FWCI
0.87
Type
journal article
Language
en
Open access
Licence
Locations
  • Online Readings in Psychology and Culture (publishedVersion, cc-by-nc-nd)
  • Language arts journal of Michigan (submittedVersion, cc-by-nc-nd)
Topics
  • Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
  • Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
  • Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
Keywords
regulatory focus, promotion focus, prevention focus, individualism-collectivism, vertical collectivism, cross-cultural comparison, gain and loss framing, achievement motivation, Hong Kong, Israel

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