It was hypothesized that the mismatch between self-guide and regulatory focus would increase the level of self-related emotional distress. More specifically, it was hypothesized that the mismatch between ideal self-guide and prevention focus activated dejection-related emotion(depression) and the mismatch between ought self-guide and promotion focus increase the level of agitation-related emotion(anxiety). To examine the hypothesis, we manipulated both of self-guides and regulatory foci orthogonally through a laboratory experiment. The experimental design was 3 self-guides(ideal self-guide, ought self-guide, no self-guide) × 3 regulatory foci(promotion focus, prevention focus, no focus) complete factorial design. Self-guides were primed first, and then regulatory foci were framed according to the Higgins' paradigm. One hundred and thirty five college students were randomly assigned to 9 experimental conditions. The main findings from this experiment were as follow: (1) The dejection-related emotion was highest under the mismatch condition between ideal self-guide and prevention focus than those of the other conditions. (2) The agitation-related emotion was highest under the mismatch condition between ought-guide and promotion focus than those of the other conditions. The results of this study were discussed in terms of Higgins' self-discrepancy theory and regulatory focus theory. The suggestions for future studies were also added.
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