The Interaction of Action-Inaction Goals and Approach-Avoidance Motivations: Implications for Healthy Food Marketing.

Abstract

Action-inaction goals and approach-avoidance motivations are two related constructs that are frequently confounded in both theory and practice. By definition, general action and inaction goals influence the amount of motor or cognitive output an individual desires and approach and avoidance motivations speak to the direction of behavior towards or away from a stimulus. This dissertation posits that these two frequently confounded constructs are actually orthogonal dimensions that provide information about the volume and direction of goal-driven behavior, respectively. Across five studies, this dissertation examined the orthogonal nature of action-inaction goals and approach-avoidance motivations. Furthermore, this dissertation explored the implications of separately manipulating these two constructs in the context of persuasive communications designed to encourage healthy eating. Results indicate that action-inaction goals and approach-avoidance motivations are both theoretically and practically distinct concepts. In addition, the interaction between action-inaction goals and approach-avoidance motivations has important implications for goal pursuit and public health messaging.