Regulatory focus theory (RFT) is a theory of goal pursuit formulated by Columbia University psychology professor and researcher E. Tory Higgins regarding people's motivations and perceptions in judgment and decision making processes. RFT examines the relationship between the motivation of a person and the way in which they go about achieving their goal. RFT posits two separate and independent self-regulatory orientations: prevention and promotion.

Persuasion or persuasion arts is an umbrella term for influence. Persuasion can influence a person's beliefs, attitudes, intentions, motivations, or behaviours.