The Effect of Regulatory Focus on Idea Generation and Idea Evaluation

Regulatory focus, an individual difference characteristic, has been linked to decision making, such that those with a promotion focus show more risk taking and flexibility whereas those with a prevention focus are risk averse and more rigid. The relationship between regulatory focus and creativity has also been investigated, with similar results. However, the focus of these efforts has been on the idea generation phase (e.g., Friedman & Forster, 2001; Lam & Chiu, 2002). This study suggests that the influence of regulatory focus on creativity operates differently for the idea evaluation phase than with the idea generation phase. Furthermore, there are differential effects of promotion and prevention focus depending on the aspect of the idea that is being evaluated