Information Matching: How Regulatory Focus Affects Information Preference and Information Choice

Individuals often prefer information that matches their needs. In this study, we aimed to explore the relationship between regulatory focus and information preference. Specifically, we investigated the effects of promotion-focused information and prevention-focused information on explicit and implicit information preferences and choice behavior, and examined the mediating roles of information preference. In Experiment 1, we found that prevention-focused individuals were more likely to choose functional information, whereas promotion-focused people were more likely to choose hedonic information. However, there was no significant relationship between regulatory focus and explicit preference and no mediating effect of explicit information preference. In Experiment 2, we found that promotion-focused individuals had a greater implicit preference for hedonic information than did prevention-focused individuals. Implicit information preference mediated the influence of regulatory focus on information choice. The findings of this study may help us understand the psychological mechanism underlying information preference and have important implications for information dissemination.