Feeling obliged to “Do Well” or “Not to Fail”? The distinction between approach and avoidance dimensions of oughts

The present studies examined the proposition that there are approach and avoidance dimensions in feelings of obligations, that are associated with a specific network of behaviors, affect, and cognitions in achievement situations. Across 4 studies, results indicated that being motivated by ought-approach was associated with significantly higher positive affect and persistence compared with being motivated by ought-avoidance. Also, arousal and affect could be explained by one's disposition for approach- or avoidance-based oughts. Being motivated by ought-approach was significantly more adaptive compared with avoidance and multiple-ought terms. It was concluded that obligations based on approach or avoidance tendencies represent diverse motivational systems with different cognitions and affective responses.