| Password | Promotion Focus | Promotion Focus (%) | Prevention Focus | Prevention Focus (%) |
|---|---|---|---|---|
| $iorrZZ2425! | 3.83 | 74% (high) | 3.8 | 61% (mid) |
| '@Auliebear224757328el | 3.50 | 53% (mid) | 3.6 | 42% (mid) |
| 5121lyster | 3.17 | 45% (mid) | 3.6 | 42% (mid) |
| 78fArO50r | 3.67 | 63% (mid) | 4.2 | 84% (high) |
| Arlingtonfootball(333) | 3.33 | 47% (mid) | 3.8 | 61% (mid) |
| Benny2013 | 3.83 | 74% (high) | 4.0 | 71% (high) |
| Binghamton1234 | 2.83 | 16% (low) | 3.2 | 26% (low) |
| Birth2005 | 3.00 | 32% (low) | 3.4 | 37% (mid) |
| Biscuit1227 | 3.83 | 74% (high) | 3.2 | 26% (low) |
| Bxqc3216 | 3.50 | 53% (mid) | 4.4 | 89% (high) |
| Damilola1976 | 3.83 | 74% (high) | 2.2 | 0% (low) |
| December1912 | 2.83 | 16% (low) | 2.2 | 0% (low) |
| Eski3754 | 2.83 | 16% (low) | 4.2 | 84% (high) |
| Funkita732 | 3.83 | 74% (high) | 3.6 | 42% (mid) |
| Goodwin7292()! | 3.83 | 74% (high) | 3.2 | 26% (low) |
| Health$402 | 3.50 | 53% (mid) | 3.6 | 42% (mid) |
| Health1203 | 2.50 | 5% (low) | 3.8 | 61% (mid) |
| Littlekitty1019 | 3.00 | 32% (low) | 4.4 | 89% (high) |
| LongSurvey1234 | 4.33 | 97% (high) | 2.6 | 11% (low) |
| Power2 | 3.50 | 53% (mid) | 4.6 | 97% (high) |
| Rcool1229 | 4.17 | 95% (high) | 2.8 | 13% (low) |
| Strawberryhamburger3 | 2.67 | 13% (low) | 4.0 | 71% (high) |
| Tinawatsonqwe1 | 2.50 | 5% (low) | 3.0 | 21% (low) |
| VT1107lyn!Bing | 2.83 | 16% (low) | 3.6 | 42% (mid) |
| biotinISneeded2313! | 3.67 | 63% (mid) | 3.6 | 42% (mid) |
| brita6767 | 3.00 | 32% (low) | 3.0 | 21% (low) |
| earth5567 | 4.00 | 92% (high) | 2.8 | 13% (low) |
| ha1rcut | 2.60 | 11% (low) | 3.4 | 37% (mid) |
| health0925 | 3.67 | 63% (mid) | 3.8 | 61% (mid) |
| health1244 | 3.00 | 32% (low) | 2.8 | 13% (low) |
| health1248 | 3.00 | 32% (low) | 2.4 | 5% (low) |
| health4103 | 2.17 | 0% (low) | 2.4 | 5% (low) |
| jelly1909 | 2.83 | 16% (low) | 4.0 | 71% (high) |
| kyunkyun3890 | 2.33 | 3% (low) | 4.0 | 71% (high) |
| schre0000 | 3.83 | 74% (high) | 3.6 | 42% (mid) |
| surv1901 | 2.83 | 16% (low) | 3.2 | 26% (low) |
| vidyaravi1 | NaN | NA% (high) | NaN | NA% (high) |
| water6331 | 4.50 | 100% (high) | 4.4 | 89% (high) |
| water9813 | 3.67 | 63% (mid) | 4.0 | 71% (high) |
| witch2026 | 3.33 | 47% (mid) | 4.8 | 100% (high) |
3 Regulatory Focus
This chapter examines three measures of regulatory focus — motivational orientations that shape whether you focus on pursuing positive outcomes (promotion) or avoiding negative outcomes (prevention). Understanding your regulatory focus orientation is foundational to health communication because it directly influences how you frame health messages and how those messages are received by different audiences.
ImportantPsychographics
This week will explore how promotion and prevention mindsets influence conceptions of health and community, preferences for mental health strategies, and promotion vs. prevention goals.
TipCase Study
Using promotion and prevention-focused framing, your team will evaluate the “hidden messages” in previous health communication campaigns.
WarningHealth Campaign
Using regulatory focus theory and message framing techniques, your team will design health messages related to your topic that resonate with both promotion-focused and prevention-focused audiences.
3.1 Regulatory Focus Questionnaire
Constructs
The Regulatory Focus Questionnaire (RFQ; Higgins et al., 2001) measures whether your general behavioral style is driven by promotion or prevention.
- Promotion Focus: An eagerness-based orientation toward achieving gains, pursuing ideals, and accomplishing aspirations
- Prevention Focus: A vigilance-based orientation toward avoiding losses, fulfilling duties, and meeting obligations
Measures
The RFQ contains 11 items (6 promotion, 5 prevention) rated on a 5-point scale: 1 = Never or Seldom, 2 = Rarely, 3 = Sometimes, 4 = Often, 5 = Very Often. Higher scores indicate a stronger orientation toward that focus.
Example items:
- Promotion: “How often have you accomplished things that got you ‘psyched’ to work even harder?”
- Prevention: “How often did you obey rules and regulations that were established by your parents?”
Your Scores
Find your password below to see your Regulatory Focus Questionnaire scores.
NoteA Note about Passwords
A few students provided identifying passwords. Those passwords were changed to use “health” and retained the original numbers in your password. You should be able to identify your new password now. If you cannot find your password, contact Dr. Shane McCarty.
Class Distribution
3.2 Health Regulatory Focus Scale
Constructs
The Health Regulatory Focus Scale (HRFS; Ferrer et al., 2017) measures whether you approach your own health with a health promotion focus or health prevention focus orientation.
- Health Promotion Focus: Striving toward ideal health, feeling accomplished by healthy behaviors, and admiring healthy people
- Health Prevention Focus: Worrying about illness, feeling anxious about health obligations, and fearing future health problems
Measures
The HRFS contains 12 items (6 promotion, 6 prevention) rated on a 6-point scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Slightly Disagree, 4 = Slightly Agree, 5 = Agree, 6 = Strongly Agree. Higher scores indicate a stronger health-specific focus.
Example items:
- Health Promotion: “I frequently imagine how I can achieve a state of ‘ideal health.’”
- Health Prevention: “I often worry that I am not doing the best I can to improve my health.”
Your Scores
| Password | Health Promotion Focus | Health Promotion Focus (%) | Health Prevention Focus | Health Prevention Focus (%) |
|---|---|---|---|---|
| $iorrZZ2425! | 5.83 | 95% (high) | 2.83 | 13% (low) |
| '@Auliebear224757328el | 4.67 | 42% (mid) | 4.17 | 76% (high) |
| 5121lyster | 3.67 | 11% (low) | 3.83 | 58% (mid) |
| 78fArO50r | 4.33 | 32% (low) | 3.17 | 26% (low) |
| Arlingtonfootball(333) | 4.83 | 55% (mid) | 4.00 | 68% (high) |
| Benny2013 | 5.00 | 63% (mid) | 4.17 | 76% (high) |
| Binghamton1234 | 4.67 | 42% (mid) | 3.67 | 45% (mid) |
| Birth2005 | 6.00 | 100% (high) | 2.33 | 11% (low) |
| Biscuit1227 | 5.50 | 84% (high) | 3.50 | 34% (mid) |
| Bxqc3216 | 4.17 | 24% (low) | 3.83 | 58% (mid) |
| Damilola1976 | 3.67 | 11% (low) | 3.33 | 32% (low) |
| December1912 | 4.50 | 39% (mid) | 3.67 | 45% (mid) |
| Eski3754 | 5.33 | 71% (high) | 5.50 | 100% (high) |
| Funkita732 | 4.67 | 42% (mid) | 4.50 | 84% (high) |
| Goodwin7292()! | 5.33 | 71% (high) | 3.17 | 26% (low) |
| Health$402 | 5.67 | 87% (high) | 3.67 | 45% (mid) |
| Health1203 | 5.33 | 71% (high) | 4.67 | 92% (high) |
| Littlekitty1019 | 5.00 | 63% (mid) | 4.50 | 84% (high) |
| LongSurvey1234 | 4.17 | 24% (low) | 3.50 | 34% (mid) |
| Power2 | 3.00 | 3% (low) | 1.67 | 0% (low) |
| Rcool1229 | 2.83 | 0% (low) | 2.83 | 13% (low) |
| Strawberryhamburger3 | 4.00 | 16% (low) | 4.33 | 82% (high) |
| Tinawatsonqwe1 | 3.00 | 3% (low) | 3.00 | 21% (low) |
| VT1107lyn!Bing | 4.67 | 42% (mid) | 3.67 | 45% (mid) |
| biotinISneeded2313! | 4.33 | 32% (low) | 1.67 | 0% (low) |
| brita6767 | 3.00 | 3% (low) | 3.50 | 34% (mid) |
| earth5567 | 5.67 | 87% (high) | 4.00 | 68% (high) |
| ha1rcut | 4.83 | 55% (mid) | 2.17 | 8% (low) |
| health0925 | 4.83 | 55% (mid) | 3.67 | 45% (mid) |
| health1244 | 4.17 | 24% (low) | 3.83 | 58% (mid) |
| health1248 | 5.33 | 71% (high) | 5.00 | 95% (high) |
| health4103 | 4.00 | 16% (low) | 2.83 | 13% (low) |
| jelly1909 | 4.67 | 42% (mid) | 4.50 | 84% (high) |
| kyunkyun3890 | 4.33 | 32% (low) | 5.00 | 95% (high) |
| schre0000 | 5.33 | 71% (high) | 1.83 | 5% (low) |
| surv1901 | 4.00 | 16% (low) | 3.50 | 34% (mid) |
| vidyaravi1 | NaN | NA% (high) | NaN | NA% (high) |
| water6331 | 5.67 | 87% (high) | 3.00 | 21% (low) |
| water9813 | 5.83 | 95% (high) | 3.83 | 58% (mid) |
| witch2026 | 5.00 | 63% (mid) | 4.00 | 68% (high) |
Class Distribution
3.3 Prosocial Regulatory Focus Scale
Constructs
The Prosocial Regulatory Focus Scale (McCarty et al., 2026) measures whether your prosocial motivation is oriented toward promoting care for others or preventing harm to others.
- Promoting Care: Focusing on making positive impacts, uplifting others, and helping people achieve well-being
- Preventing Harm: Focusing on stopping harmful actions, taking preventive action, and protecting people from threats
Measures
The scale contains 10 items (5 promoting care, 5 preventing harm) rated on a 6-point scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Slightly Disagree, 4 = Slightly Agree, 5 = Agree, 6 = Strongly Agree. Higher scores indicate a stronger prosocial orientation in that direction.
Example items:
- Promoting Care: “I typically focus on making a positive impact on people.”
- Preventing Harm: “I am generally good at stopping harmful actions from happening to people.”
Your Scores
| Password | Promoting Care | Promoting Care (%) | Preventing Harm | Preventing Harm (%) |
|---|---|---|---|---|
| $iorrZZ2425! | 5.4 | 82% (high) | 5.6 | 100% (high) |
| '@Auliebear224757328el | 4.0 | 8% (low) | 3.6 | 16% (low) |
| 5121lyster | 4.6 | 37% (mid) | 4.0 | 32% (low) |
| 78fArO50r | 4.4 | 26% (low) | 3.0 | 3% (low) |
| Arlingtonfootball(333) | 5.8 | 92% (high) | 4.6 | 55% (mid) |
| Benny2013 | 5.8 | 92% (high) | 5.0 | 79% (high) |
| Binghamton1234 | 5.0 | 58% (mid) | 5.0 | 79% (high) |
| Birth2005 | 4.0 | 8% (low) | 4.0 | 32% (low) |
| Biscuit1227 | 5.4 | 82% (high) | 4.8 | 71% (high) |
| Bxqc3216 | 4.6 | 37% (mid) | 3.2 | 8% (low) |
| Damilola1976 | 5.2 | 76% (high) | 4.8 | 71% (high) |
| December1912 | 4.4 | 26% (low) | 3.6 | 16% (low) |
| Eski3754 | 4.6 | 37% (mid) | 4.8 | 71% (high) |
| Funkita732 | 4.4 | 26% (low) | 4.2 | 42% (mid) |
| Goodwin7292()! | 4.8 | 53% (mid) | 5.0 | 79% (high) |
| Health$402 | 5.8 | 92% (high) | 5.0 | 79% (high) |
| Health1203 | 4.6 | 37% (mid) | 3.4 | 13% (low) |
| Littlekitty1019 | 5.0 | 58% (mid) | 3.6 | 16% (low) |
| LongSurvey1234 | 5.6 | 87% (high) | 5.0 | 79% (high) |
| Power2 | 3.0 | 0% (low) | 2.8 | 0% (low) |
| Rcool1229 | 5.0 | 58% (mid) | 4.2 | 42% (mid) |
| Strawberryhamburger3 | 5.2 | 76% (high) | 4.4 | 50% (mid) |
| Tinawatsonqwe1 | 5.0 | 58% (mid) | 5.0 | 79% (high) |
| VT1107lyn!Bing | 4.2 | 21% (low) | 4.2 | 42% (mid) |
| biotinISneeded2313! | 5.0 | 58% (mid) | 4.6 | 55% (mid) |
| brita6767 | 4.6 | 37% (mid) | 4.0 | 32% (low) |
| earth5567 | 5.6 | 87% (high) | 4.6 | 55% (mid) |
| ha1rcut | 4.0 | 8% (low) | 3.6 | 16% (low) |
| health0925 | 4.8 | 53% (mid) | 4.6 | 55% (mid) |
| health1244 | 4.6 | 37% (mid) | 4.4 | 50% (mid) |
| health1248 | 3.8 | 5% (low) | 3.8 | 29% (low) |
| health4103 | 5.0 | 58% (mid) | 5.0 | 79% (high) |
| jelly1909 | 4.4 | 26% (low) | 4.6 | 55% (mid) |
| kyunkyun3890 | 3.4 | 3% (low) | 3.2 | 8% (low) |
| schre0000 | 5.0 | 58% (mid) | 5.0 | 79% (high) |
| surv1901 | 4.0 | 8% (low) | 4.0 | 32% (low) |
| vidyaravi1 | NaN | NA% (high) | NaN | NA% (high) |
| water6331 | 4.2 | 21% (low) | 3.6 | 16% (low) |
| water9813 | 6.0 | 100% (high) | 4.6 | 55% (mid) |
| witch2026 | 4.0 | 8% (low) | 3.0 | 3% (low) |
Class Distribution
Chapter Summary: All Regulatory Focus Measures
References
Ferrer, R. A., Lipkus, I. M., Cerully, J. L., McBride, C. M., Shepperd, J. A., & Klein, W. M. (2017). Developing a scale to assess health regulatory focus. Social Science & Medicine, 195, 50–60. https://doi.org/10.1016/j.socscimed.2017.10.029
Higgins, E. T., Friedman, R. S., Harlow, R. E., Idson, L. C., Ayduk, O. N., & Taylor, A. (2001). Achievement orientations from subjective histories of success: Promotion pride versus prevention pride. European Journal of Social Psychology, 31(1), 3–23. https://doi.org/10.1002/ejsp.29
McCarty, S., et al. (2026). Prosocial regulatory focus theory: Prosocial motivational orientation of promotion and prevention. Manuscript in preparation.