When we go against our core values, that which drives us, it often leaves discomfort and feelings associated with guilt, shame, and anxiety. These emotions are the fuel which make us want to avoid them or attack the perceived origin of them. In approach motivation, we want more of what we are experiencing, therefore we place higher value on it. The emotions are pleasant and welcoming. When we start to devalue the experience, we can reject and dismiss the experience, doing what we can to avoid it. We want to avoid the discomfort of the situation. Attack motivation comes when we have no value associated and so we criticize, destroy, and coerce as the emotions of anger, hatred and contempt are driving behaviour.
