Distinguishing gains from nonlosses and losses from nongains: A regulatoryfocus perspective on hedonic intensity

We find that the pleasure of a gain is generally greater than the pleasure of a nonloss and that the pain of a loss is generally greater than the pain of a nongain. These patterns were found when participants reported both ho w they would feel if these outcomes were to happen (Studies 1 and 2) and ho w they actually felt when they happened (Study 3). Our results also suggest that it is stronger cheerfulness (rather than quiescence) that underlies t he greater pleasure of a gain and stronger agitation (rather than dejection ) that underlies the greater aversiveness of a loss. This set of findings i s predicted by our regulatory focus conceptualization of how gain (promotio n success) and nongain (promotion failure) versus nonloss (prevention succe ss) and loss (prevention failure) differ in whether they are experienced in relation to a maximal goal or a minimal goal, respectively. Implications f or models of emotional experiences and prospect theory (Kahneman & Tversky, 1979) are discussed. (C) 2000 Academic Press.