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The Effects of Regulatory Focus on Anticipated Emotions under the Different Anticipatory Results: Take Coastal Universities in China as an Example

ABSTRACT Li, Z.Z. and Zhang, M., 2020. The effects of regulatory focus on anticipated emotions under the different anticipatory results: Take coastal universities in China as an example. In: Guido Aldana, P.A. and Kantamaneni, K. (eds.), Advances in Water Resources, Coastal Management, and Marine Science Technology. Journal of Coastal Research, Special Issue No. 104, pp. 956–959. Coconut Creek (Florida), ISSN 0749-0208. We explored the effects of regulatory focus on anticipated emotions under the different anticipatory results. We used an experiment to conduct the study with 32 college students in coastal China.. The results indicated that anticipated emotions differed according to the current motivational strategy which are related to an anticipatory result; focusing on promotion rather than prevention led to stronger anticipated positive emotions and less anticipated negative emotions in response to regardless of success or fail anticipatory results; and also anticipatory results have significant effects on anticipated emotions, anticipate successful results rather than anticipatory fail results led to more intense anticipated positive emotions and less anticipated negative emotions. Implications of these results are also discussed in this study