How susceptible are we? Effects of valence and reward interactions on approach and avoidance behaviour
Date
2013
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
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.