Approach and avoidance motivation

Approach and avoidance motivation holds that behavior is directed either toward gaining something or toward moving away from something. The same action can come from two different grounds: "I want to be healthy" is an approach motivation, while "I am afraid of falling ill" is an avoidance motivation. Avoidance can be a strong driver in the short term, but constantly fleeing from a threat is tiring and narrowing. The coach helps the client frame their goal, as far as possible, in the language of approach, that is, through the thing desired. Walking toward something usually carries a person longer than fleeing from something.