Everyday risk taking as a function of regulatory focus

Uncertainty is an inherent aspect of everyday life. However, faced with uncertainty, some individuals take risks more eagerly than others. Regulatory focus theory may explain such differences because risky behavior may arise naturally from the eagerness of promotion focused individuals, while safe behavior may arise naturally from the vigilance of prevention focused individuals. A highly relevant real-life context for studying risk is mobility, as engaging in traffic inherently carries uncertainty about negative outcomes. We present two studies showing a direct link between regulatory focus and risky behavior going beyond traditional laboratory approaches. In both naturalistic speeding behavior (Study 1) and simulated risk taking (Study 2) promotion focus was positively, and prevention focus was negatively related to actual risky behavior. (C) 2010 Elsevier Inc. All rights reserved.