1Cademy - Regulatory focus theory (RFT) and the Big-Five Personality Framework

Concept

Regulatory focus theory (RFT) and the Big-Five Personality Framework

People with a promotion focus are more likely to buy and try new products than people with prevention focus
Promotion focus most closely aligns with people who buy things from a hedonic perspective (purchases that bring satisfaction)
Extraversion and openness associated with promotion focus
Prevention focus explains purchases based on utilitarian needs (necessary products bought for the functions they perform)
Conscientiousness and neuroticism associated with prevention focus