Priming from the pulpit: Extending regulatory focus theory to church services

The purpose of this research note is to extend a powerful cognitive psychology theory—regulatory focus theory—to a specific nonprofit organization: churches. We apply this theory to the design of church services to model how church leaders can structure services to enhance congregant experience and generate positive behavioral outcomes. We present an experiment utilizing 126 adult Americans as initial evidence for our framework. The results indicate that using appropriate regulatory focus priming strategies can increase congregant donations.