The Effect of Induced Regulatory Focus on Frontal Cortical Activity

Abstract

The motivation–direction model has served as the primary framework for understanding frontal cortical activity. However, research on the link between approach/avoidance motivation and left/right frontal cortical activity has produced inconsistent findings. Recent studies suggest that regulatory systems may offer a more accurate explanation than the motivational direction model. Despite being regulatory systems, the relationship between regulatory focus and frontal cortical activity has received limited attention. Only one experimental study has explored this connection through correlational analysis, yet it lacks causal evidence. The present study aimed to address this gap by manipulating regulatory focus and measuring frontal cortical activity in 36 college students. Our results revealed that induced promotion focus led to increased left frontal cortical activity, whereas induced prevention focus led to increased right frontal cortical activity. These findings enhance our physiological understanding of regulatory focus and offer a deeper explanation of how regulatory focus influences alterations in psychology and behavior.

Keywords

• regulatory focus
• frontal cortical activity
• approach and avoidance motivation