Regulatory focus theory allows us to better understand the approach-avoidance motivation, distinguishing between different modalities of pursuing a goal and between different types of self-regulation in relation to the attainment of desired end-states. According to the regulatory focus theory a promotion focus, that hints people actively searching of positive outcomes, and a prevention focus, that prompts the avoidance of negative outcomes, can be distinguished. The aim of this paper is to review the literature about the influence of regulatory focus on creativity. Research shows that the promotion focus improves creativity, even though some studies failed to support this facilitating effect under certain conditions. A particular attention is addressed to the influence of regulatory focus on creativity in organizational settings, so to allow us to understand the practical side of the issue. Finally, the review takes into account the possible mechanisms through which the regulatory focus influence the creativity.
Keywords: Regulatory focus, promotion, prevention, creativity.