E. Tory Higgins

Edward Tory Higgins (born March 12, 1946) is the Stanley Schachter Professor of Psychology and Business, and Director of the Motivation Science Center at Columbia University. Higgins' research areas include motivation and cognition, judgment and decision-making, and social cognition. Most of his works focus on priming, self-discrepancy theory, and regulatory focus theory. He is also the author of ''Beyond Pleasure and Pain: How Motivation Works,'' and ''Focus: Use Different Ways of Seeing the World for Success and Influence'' (with Heidi Grant Halverson). Provided by Wikipedia