Dodging Monsters and Dancing with Dreams: Success and Failure at Different Levels of Approach and Avoidance

Many models of motivation suggest that goals can be arranged in a hierarchy, ranging from higher-level goals that represent desired end-states to lower-level means that operate in the service of those goals. We present a hierarchical model that distinguishes between three levels—goals, strategies, and tactics—and between approach/avoidance and regulatory focus motivations at different levels. We focus our discussion on how this hierarchical...