Most readers I presume are familiar with the work of Kahneman and Tversky on how statements framed in either loss or gain lead to different outcomes; however this is not a post about prospect theory. Instead this is about a different type of framing: whether the goals you set for yourself are in terms of approach or avoidance, and is loosely based around the work of AJ Elliot as also that of Higgins around prevention and promotion focus.
One can set an approach goal or a goal with promotion focus (I’m using these interchangeably in this post though there are important theoretical differences) wherein one is very much focused on achieving a positive outcome. Or one could set an avoidance goal or a goal with prevention focus whereby one is overtly focused on not achieving or ending up in a negative state.
To illustrate by way of an example, if I am studying and appearing for an exam in near future, I may phrase my approach goal as ‘I want to pass in this exam’ or I may phrase my avoidance goal as ‘I don’t want to fail in this exam’. From a lay reading both goals may seem equivalent but they are not. They have different repercussions in terms of emotions felt while pursuing the goals etc.
Research has also shown that some people have a more approach oriented temperament and other more avoidance or preventive focused.
Avoidance goals are typically related to your fears and anxieties while approach goals to what you look forward to and are excited about.
Consider a scenario where you don’t currently have any overarching, activated goal. If you frame this lack of goals in avoidance terms that ‘I don’t have anything to be worried about’ you are likely to feel calm; on the other hand phrasing it as ‘I don’t have anything to look forward to’ will lead to you likely feeling bored.
Thus, while presence of an avoidance goal leads to fear, an absence of the same leads to calm; the presence of an approach goal leads to excitement/ Interest/ curiosity while the absence of same leads to boredom.
Another important theory by Carver and Scheier stresses the emergence of emotions as indicators of progress towards goals- with positive emotions arising if you are making progress toward the goal and negative emotions if you are not making sufficient progress.
Applying the same to the two different framing of goals, if you are progressing towards an approach goal say ‘I am likely to pass the exam’ you are likely to feel quite happy about the fact; however if you are far from achieving the approach goal say ‘I am unlikely to pass the exam’, you may become sad. Similarly, if you are progressing well towards an avoidance goal (‘I am likely to not fail’) you may feel relief; while if you are not making progress towards the avoidance goal (‘I am likely to fail’ ) then you will feel much stress.
Next consider the avoidance/ approach goal to be framed in zero-sum or non-zero sum game terms. A zero sum game is where if one person wins then the other loses; a non zero sum game is where there can be multiple winners and nobody’s payoff gets diminished due to others winning.
A zero sum avoidance game sees either winner or loser in a social situation and believes that the only way to not fail is to not let others succeed too and may phrase its goal like ‘I don’t want to be the loser’. This may justifiably lead to feelings of anger and aggression when interacting socially with other con-specifics while trying to pursue this goal; On the other hand a non-zero sum avoidance goal assumes that it is possible that everyone may fail or everyone may win and the attitude is more compassionate towards con-specifics who are all suffering and focused on not failing. The phrasing of goal is slightly different ‘I don’t want to be a loser’.
A zero sum approach game again sees either a winner or a loser in any social interaction but is focused on winning ‘I want to be the winner’ . This leads to justifiable competitiveness; a non zero sum reading of the same situation ‘I want to be a winner’ leads to much more altruistic and kind emotions and behaviors.
I can vouch for this from personal experience too- when I was preparing for JEE I just wanted to be one of the top 100 and did not look at my friends who were also preparing as competitors but as collaborators- because I wanted to be ‘a’ winner, not ‘the’ winner.
The last set of emotions tied to these different framing are when one either satisfactorily completes the avoidance/ approach goal or fails to do so.
Consider satisfactory completion of an avoidance goal- ‘I did not fail’ – because the initial goal if farmed negatively one may be surprised at the results; if however on does fail one may be filled with disgust.
Satisfactory completion of an approach goal – ‘I passed’ may lead to feelings of wonder/ awe/ gratitude while unsatisfactory completion or failure- I did not pass’ may lead to feelings of shock etc.
Thus, I believe there are at least 16 different types of emotional responses eight tied to approach goals and eight to avoidance goals- approach goals related emotions are excitement/ boredom; happiness/sadness; competition/ kindness; and wonder/ shock. Avoidance related emotions are fear/ calm; relief/ stress; aggression/ compassion ; and disgust/ surprise.
This of course is based on theory as well as my reading of some empirical work done on emotions related to approach/ avoidance. However, there is a lot of scope for additional research to validate these predictions- I hope someone out there does do some research around this framework.