In two experiments, we observed the expected interaction
between regulatory focus and verse frame. In Experiment 1,
endorsement of negative outcome-framed verses was higher
for prevention focus than for promotion focus; in Experiment
2, prevention focus, but not promotion focus, resulted
in higher endorsement of negative outcome-framed verses
than of positive outcome-framed verses. These findings are
in line with earlier research on effects of regulatory focus
(see Higgins, 1997, 2000, 2005, for summaries), and generalize
those former findings to the realm of religion.
Most importantly, the interactive effect of regulatory
focus and verse frame was also found in participants who
were deeply religious; religious belief did not moderate the
effect of regulatory focus on beliefs. This finding suggests
that effects of regulatory focus are not confined to people in
a heuristic processing mode.