Tory Higgins

Self-discrepancy theory posits that people experience specific emotional vulnerabilities based on the gap between their actual self and their ideal or ought selves. A discrepancy between the actual and ideal self leads to dejection-related emotions like sadness. A discrepancy between the actual and ought self leads to agitation-related emotions like anxiety or guilt.

The "ideal self" represents the traits and goals you hope to possess, essentially your dreams and aspirations. The "ought self" represents the traits and duties you believe you should possess based on moral obligations and societal rules. Higgins argues that the way we are socialized determines which of these guides our primary motivation.

Developed by Higgins, regulatory focus theory expands on self-discrepancy by describing two distinct motivational systems: promotion focus and prevention focus. A promotion focus is concerned with advancement, gains, and achieving one's ideals. A prevention focus is concerned with security, avoiding losses, and fulfilling one's duties.

Higgins' regulatory focus theory is widely used in marketing and persuasion to tailor messages to a consumer's mindset. A marketer might frame a product as helping you "achieve your goals" (promotion focus) or as helping you "stay safe and prevent loss" (prevention focus). Matching the message to the consumer's regulatory focus significantly increases the advertisement's effectiveness.