Should We Approach Approach and Avoid Avoidance? An Inquiry from Different Levels

Approach motivation (striving for desired end-states, eagerly focusing on where one wants to be) is often held up as the best type of motivation: It feels good and is associated with many positive outcomes. Indeed, a common perception is that regulation in terms of approach motivation is almost always better than regulation in terms of avoidance motivation. However, as we discuss, this conclusion is worthy of a deeper look. We consider how...