What kind of motivation actually leads to behavioral change? Is it more effective to focus on approaching the end-goal or to put more emphasis on avoiding potential goal roadblocks? Approach motivation is conceptualized as motivation directed towards reaching desired end-states, whereas avoidance motivation aims to help people prevent undesired outcomes (e.g., Elliot, Sheldon, & Church, 1997). In the present research, we conducted a study to understand whether approach or avoidance motivation is associated with greater goal progress. Specifically, we examined the extent to which approach versus avoidance-based health goals and subsequent plans influences goal progress in (N = 455) adults who identified personal health goals and plans and self-reported progress toward those goals. We found that individuals with avoidance-oriented
plans were less successful at achieving their goals. The present research provides evidence for the idea that avoidance-oriented plans may be insufficient on their own for goal attainment.