Ideological and personal zeal reactions to threat among people with high self-esteem: motivated promotion focus.

After a mortality salience manipulation, participants completed measures of either ideological zeal (Study 1) or personal project zeal (Study 3). Mortality salience increased both kinds of zeal but only among participants with high self-esteem. High self-esteem was positively correlated with dispositional tendencies toward promotion focus, action orientation, and behavioral activation; it was negatively correlated with behavioral inhibition and rumination (Study 2). These findings clarify the role of dispositional self-esteem in mortality salience research and confirm that, as has been found with various other threats, zealous reactions to mortality salience are most pronounced among participants with high self-esteem. Results support a regulatory focus perspective on zealous reactions to threat. Ideological and personal zeal reflect motivated promotion focus reactions that are rewarding because they decrease the motivational relevance, regulatory fit, and subjective salience of threats.