Trew, Noel J.M.

This thesis applies Higgins (1997) Regulatory Focus Theory to the study of conflict by exploring the relationship between power and promotion vs. prevention orientation. After considering the earlier work of Keltner, Gruenfeld & Anderson (2003) that established the considerable effect that power has on approach and avoidance behaviors, the present research shows that this link also applies to regulatory focus. In this study, participants had their sense of power experimentally manipulated by a set of vignettes and then answered follow-up questions to determine what effect this had on their regulatory focus orientation. Results indicated that high power is associated with a promotion focus, while low power, a prevention focus. The implication of these findings were discussed and were integrated with the work of Cesario, Higgins & Scholer (2008) on regulatory fit and persuasion to create a novel strategy for conflict resolution.