Beyond pleasure and pain.

  title={Beyond pleasure and pain.},
  author={Edward Tory Higgins},
  journal={The American psychologist},
  volume={52 12},
  • E. Higgins
  • Published 1 December 1997
  • Psychology
  • The American psychologist
People approach pleasure and avoid pain. To discover the true nature of approach-avoidance motivation, psychologists need to move beyond this hedonic principle to the principles that underlie the different ways that it operates. One such principle is regulatory focus, which distinguishes self-regulation with a promotion focus (accomplishments and aspirations) from self-regulation with a prevention focus (safety and responsibilities). This principle is used to reconsider the fundamental nature… 

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