Regulatory focus theory and psychological decision making: a systematic literature review and future outlook

Psychological theories have been extensively applied in consumer psychological literature to understand the elements that influence user intentions and decision-making processes. Regulatory focus theory (RFT) explores the ways in which decision-making is shaped by an emphasis on promotion and prevention. This study aims to perform a systematic literature review (SLR) of the existing literature to consolidate the current understanding of RFT. Therefore, this investigation aims to provide an in-depth analysis of the foundations of RFT and its connections with other relevant concepts in the realm of psychological theories. Furthermore, it provides an in-depth review of the most recent findings, significant topics, practical implications, and possible future directions in the realm of RFT literature. The findings highlight the important influence of the promotion focus and prevention focus framework in forecasting psychological decision-making processes. The analysis provides valuable insights for scholars and practitioners seeking to expand their comprehension of RFT. It addresses RFT's advantages and disadvantages, focuses on how it is used in different situations, and emphasises the need for methodological improvements in decision making research.