Self-regulatory focus theory suggests that some people adopt the approach of positive outcomes (promotion focus), while others adopt the avoidance of negative outcomes (prevention focus).
PROMOTION VERSUS PREVENTION
Self-regulatory focus theory is used widely in public health research to engage target population and promote behaviour change.
Hence, participation in parenting programmes may differ based on the type of strategy used –
(i) Promotion strategy: Increasing the likelihood of future positive child outcomes (ii) Prevention strategy: Reducing the risk of future negative child outcomes)
A prevention strategy that emphasises possible negative child development might be effective in drawing public attention to parenting programmes.
However, using a promotion strategy emphasising positive child development is more effective in attracting parents, because it leads them to evaluate their parenting practices and consider signing up for the parenting programmes.
A parent does not ask "How can I be the best parent?", instead, asks, "How can I help my children be the best they can be?" By starting with and clearly understanding the “why” of parenting, that motivation propels parents through the “how” (strategies) and towards the “what” (outcomes).
Therefore, to create lasting change and long-term impact, we will recommend the use of promotive strategies to engage parents. This is represented in the ECC, through presenting the core findings on child development before the "how" of parenting.
However, the body of evidence may include studies on factors that threaten development (preventive strategies) to draw attention to the various platforms of the ECC.