Self-discrepancy theory describes the relationship between a person's actual self, ideal self, and ought self. The ideal self and ought self can act as motivational force to increase behaviors that would close the gap between the actual self and the ideal and ought self. There can be emotional consequences when someone does not live up to the ambitious goals the ideal self has and the moral standards the ought self has. These discrepancies can potentially lead to lower self-esteem. How can an individual maintain their self- esteem when there is a significant gap between the actual self and ideal and ought self? How can promotion focus increase self-esteem? How can prevention focus increase self- esteem