5prevention- and promotion-focused people.
Prevention people try to avoid loss: They’re cautious; they don’t want to make errors. Promotion people strive for accomplishments and see potential threats, including rejection, as challenges. Reich has become something of an evangelist for ambivalence in part because she thinks it can motivate people to be less fearful and more proactive. “We’re hoping to help prevention people use ambivalence to become promotion people,” she says.