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This article highlights practical applications for managers and leaders of organizations stemming from recent research on regulatory focus theory. Research has shown that individuals with promotion concerns with growth and gain versus prevention concerns with security and non-loss have different: (1) risk-taking responses to change, both below and above the status quo; (2) values and cultural norms; and (3) moral judgments and ethical responses. Each of these new lines of research offers important dos and don’ts to members of diverse organizations.

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