In this dissertation I investigate how individuals respond to collective disadvantage from the perspective of regulatory focus theory. Regulatory focus theory distinguishes between two motivational... Show moreIn this dissertation I investigate how individuals respond to collective disadvantage from the perspective of regulatory focus theory. Regulatory focus theory distinguishes between two motivational systems: promotion focus, the system in charge of the approach of positive end-states, and prevention focus, the system in charge of the avoidance of negative end-states. In 7 studies I investigate the effects of promotion and prevention focus on 1) low status group members’ choice between seeking individual or group status improvement, 2) their level of commitment to collective status improvement and 3) the extent to which they see hostile forms of collective action (e.g. riots, sabotage) as justified. The results showed that activation of the prevention system (compared to activation of the promotion system) causes members of low status groups 1) to prefer collective status improvement over individual status improvement, 2) to commit to collective action when they value its goal, even when the likelihood of achieving this goal is low and 3) to come to see hostile forms of collective action as justified in order to reach group status improvement. I conclude that activation of the prevention system is more conducive to collective action than activation of the promotion focus. Show less
