When approach motivation and behavioral inhibition collide: Behavior regulation through stimulus devaluation

In the present article a theory is outlined that explains why and when behavioral inhibition alters stimulus evaluations. In addition, some initial evidence is presented that supports the theory. Specifically, results of three experiments show that refraining from responding to stimuli results in devaluation of these stimuli, but only when these stimuli are positive. These findings suggest automatic behavior-regulation, in terms of devaluation of positive stimuli, in situations in which environmental cues triggering approach (because of the positive valence of the stimulus) run counter to situational demands (cues that elicit behavioral inhibition). Relations of the present research to self-perception, cognitive dissonance, and psychological reactance are discussed.