Abstract: Beyond the hedonic principle, Regulatory Focus Theory (Higgins, 1997) distinguished two kinds of regulatory systems-promotion focus and prevention focus, and explained how people approached the desired end-states and avoided undesired end-states. Promotion and prevention focus induced independent motivational outcomes, and differed in the types of needs serviced, the presentations for the goals, and outcome and emotional sensitivity. This paper reviewed previous literatures from four aspects: traits of promotion/prevention focus, the measurement for regulatory focus, the impact of regulatory focus on basic psychological processes and social life. The issues deserved further research were also outlined, such as developing more scientific measuring tools for regulatory focus, the relationship between regulatory focus and personality variables, and regulatory focus with temporary dynamics.

Key words: regulatory focus, promotion focus, prevention focus