Regulatory focus moderates the boomerang effect of positive feedback on individuals’ further behaviours

Abstract

Background: A positive feedback validating one’s past behaviour could lead to a paradoxical relaxation of efforts in a variety of domains (diet, moral or environmental behaviour, and health). Goal-completeness theory can explain such effects, the positive feedback leading to a feeling of goal-completeness and thus to a reduction of further efforts. We hypothesize that the individual’s motivational system determines whether the feedback would lead to this feeling of goal-completeness, because the individual focuses on a different goal, namely a minimal versus maximal goal. People regulated towards prevention (promotion) would set a minimal (maximal) goal for themselves, causing the positive feedback to translate into a feeling of goal-completeness (or not) and to a relaxation (consistency) of further behaviour. Methods: In an experimental study (N = 114), we assessed participant’s chronic regulatory focus, then provided them with a positive versus negative feedback about their environmental behaviour. We then measure to what extent they were willing to participate in a pro-environmental event. Findings: Regression analyses revealed a focus by feedback interaction (t(109) = 3.32, p = .001), so that positive feedback led prevention-oriented participants to a lesser engagement (‘boomerang effect’) while it led promotion-oriented participants to a greater engagement. Discussion: We showed that the potential paradoxical effect of positive feedback is moderated by motivational factors, with important application to other domains such as promoting health behaviour. Given the growing tendency to rely on providing feedback (e.g. activity trackers), we contribute to a better conceptualization of these feedbacks to help avoiding undesirable boomerang effect.