How susceptible are we? Effects of valence and reward interactions on approach and avoidance behaviour

Abstract

This study was centred on the effect of valence and reward interactions on implicit approach and avoidance motivations and behaviour. As most studies on the subject have been done in valence condition only, the direction was thought to be prudent and a number of hypotheses were made, regarding valence and reward interactions in tasks measuring approach and avoidance behaviour. The hypotheses were tested, using a manikin type approach avoidance task, in which the participants had to avoid and approach valenced and rewarded words based on their grammatic category. Results showed evidence for the hypotheses and also, for some practices already used by professionals in advertising and marketing industries. Results also show some phenomena that merit further research.