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How Global Versus Local Perception Fits Regulatory Focus

Jens Förster¹; E.Tory Higgins²

¹ International University Bremen, Bremen, Germany · ² Columbia University, Bremen, Germany

We propose a reciprocal relation between regulatory-focus systems and global versus local processing styles—specifically, that global processing fits a promotion focus on advancement, whereas local processing fits a prevention focus on security. In Study 1, participants were shown large letters made of small letters and decided if either of two specific letters appeared on the screen. Strength of promotion focus was positively correlated with speed of processing global letters and negatively correlated with speed of processing local letters, whereas the reverse was true for strength of prevention focus. In Study 2, participants first worked on a global or local task and later chose between two objects. Consistent with our fit proposal, participants who had performed the global task assigned a higher price to their chosen object if they had chosen it in apromotive, eager manner than if they had chosen it in a preventive, vigilant manner, whereas the reverse was true for participants who had performed the local task.

DOI

10.1111/j.1467-9280.2005.01586.x

Volume

16 (8)

Pages

631-636

Language

en

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