Does Culture Mediate the Effect of Promotion/Prevention Regulatory Focus on Subjective Well-Being? Evidence from an Armenian Sample

Background: Many studies have proven that promotion focus corresponds to the logic of individualistic culture, while prevention focus is characteristic of collectivistic culture. Armenia, as a post-Soviet country, has not been included in cross-cultural studies, since it is not viewed as a typically collectivistic or individualistic society. Objective: To investigate how promotion and prevention regulatory foci can predict subjective well-being, as conditioned by individualistic-collectivistic cultural orientations within Armenian society, and to reveal the links between regulatory focus and subjective well-being within Armenian culture, considering the effect of personality-culture fit. Design: We carried out two studies. In Study 1, regression analysis was conducted to reveal how promotion and prevention foci predicted different aspects of subjective well-being. In Study 2, mediation analysis was conducted to reveal how vertical and horizontal collectivism and individualism mediate the linkage between a promotion or prevention focus, and different aspects of subjective well-being. Results: Regression analysis replicated the findings of other studies, showing that promotion focus has a great predictive role in subjective well-being, while prevention focus neither predicts or obviates different aspects of subjective well-being. Mediation analysis indicated that vertical collectivism had a partially mediating effect on the linkage between promotion and cognitive, emotional, and psychological aspects of subjective well-being. Vertical individualism had a mediating effect on the linkage between prevention and social well-being. Conclusion: Vertical collectivism is a consistent pattern in people experiencing subjective well-being when they behave in a promotion-based way in different settings in the Armenian cultural context.