Self-regulatory focus: The eagerness to respond in extremes

Abstract

This article provides initial evidence of a relationship between self-regulatory focus (SRF) and extreme response style (ERS), showing that promotion-focused individuals are more inclined to select extreme responses on rating scales than are prevention-focused individuals. This tendency stems from greater decisiveness among promotion-focused respondents, which can lead them to exaggerate survey ratings. The findings have important implications for the reliability of SRF measurements, particularly in self-report measures, by showing that ERS can introduce significant bias. Because promotion-focused respondents tend to report exaggerated scores on outcome variables, their responses can distort interpretations of attitudes, satisfaction, or behaviors. By highlighting the link between SRF and ERS, the study underscores the need for organizations and researchers to account for extreme response style when designing surveys and analysing self-reported data. Recognizing these patterns ensures more accurate measurement of consumer preferences, employee sentiment, and other key outcomes, improving both strategic decision-making and research reliability.