Linguistic signatures of regulatory focus: How abstraction fits promotion more than prevention

In 3 experiments, the authors investigated how strategic inclinations associated with promotion versus prevention orientations-that is, eager approach versus vigilant avoidance, respectively-affect the use of language. It is hypothesized that eager promotion strategies used to attain desired end states entail using more abstract language than used with vigilant prevention strategies. This is shown to hold for experimentally induced relationship goals (Experiment 1) and communication goals (Experiment 2). In the 3rd experiment, the authors examined the impact of abstractly and concretely worded messages upon the behavioral intentions of chronically prevention- and promotion-oriented individuals and found support for the hypothesis that behavioral intentions to engage in specific activities are stronger when there is a fit between message wording and chronic orientation than when there is no fit. The broader implications of these findings are discussed.