Neural signatures of promotion versus prevention goal priming: fMRI evidence for distinct cognitive-motivational systems

Regulatory focus theory (RFT) postulates two cognitive-motivational systems for personal goal pursuit: the promotion system, which is associated with ideal goals (an individual’s hopes, dreams, and aspirations), and the prevention system, which is associated with ought goals (an individual’s duties, responsibilities, and obligations). The two systems have been studied extensively in behavioral research with reference to differences between...