In their thought-provoking book Focus, researchers Tory Higgins and Heidi Grant Halvorson argue that people lean toward being “promotion-focused” or “prevention-focused” in their aims. Promotion-focused people concentrate on achievement and advancement, on making gains, on getting more love, praise, pleasure. They eagerly and optimistically pursue their goals. By contrast, prevention-focused people concentrate on fulfilling their duties, on avoiding losses, and on minimizing danger, pain, or censure. They’re vigilant against possible drawbacks or problems.
