Motivation by positive or negative role models: Regulatory focus determines who will best inspire us

In 3 studies, the authors demonstrated that individuals are motivated by role models who encourage strategies that fit their regulatory concerns Promotion-focused individuals, who favor a strategy of pursuing desirable outcomes, are most inspired by positive role models, who highlight strategies for achieving success: prevention-focused individuals, who favor a strategy of avoiding undesirable outcomes, are most motivated by negative role models, who highlight strategies for avoiding failure In Studies 1 and 2, the authorsprimed promotion and prevention goals and then examined the impact of role models on motivation. Participants' academic motivation was increased by goal-congruent role models but decreased by goal-incongruent role models. In Study 3, participants were more likely to generate real-life role models that matched their chronic goals.