conflict

when two motives conflict,

the satisfaction of one leads to the frustration or blocking of the other

1935 lewin

1. approach-approach
both incentives positive
the nearer to a positive incentive
the stronger the approach reactions
2. avoidance-avoidance
both incentives negative
the nearer to a negative incentive
the stronger the avoidance reactions
withdraw reaction + indecision + vacillation
3. approach-avoidance
positive + negative aspect of an incentive
ambivalent attitude
to-and-from-tendency
4. double approach-avoidance
both incentives positive, but choosing one
give rise to the anxiety to loose the other

1942 brown 1948 and 1959 miller

the concept of the gradients of approach and avoidance

the slope for avoidance is much steeper than for approach

1. tendency to approach a positive incentive

is stronger the nearer the subject is to it
2. tendency to go away from a negative incentive

is stronger the nearer the subject is to it
3. the strength of avoidance increases more rapidly

with nearness than does that of approach
avoidance-gradient is steeper than the approach-gradient
4. the strength of the tendency to approach/avoid
varies with the strength of the drive upon which it is based
increased drive raises the height of the entire gradient

approach-avoidance conflicts in our society

1. independence vs dependence
2. cooperation vs competition
3. impulse expression vs moral standards