We extended the Regulatory Focus framework to examine sexual behavior. Two cross-sectional studies (combined N=607, 375 women) showed that participants predominantly focused on promotion (vs. prevention) in sexuality intended to engage in condomless sex to a greater extent in the next 3 months, due to lower awareness of potential threats to their health (Study 1). They were also more likely to have engaged in condomless sex in the last 3 months, regardless of other motivational or normative variables. These studies extend the literature by widening the understating of why promotion focused people have at greater in their sexual health.

--