FROM WISHING TO INTENDING - DIFFERENCES IN SALIENCE OF POSITIVE VERSUS NEGATIVE CONSEQUENCES

Goal ratings by 345 subjects in seven data samples supported a functio nal distinction between two types of positive incentive value, one bas ed on approaching positive affect (positive-based value or PBV), the o ther on avoiding negative affect (negative-based value or NBV). Rating s of PBV were more related to ratings of earlier action-phases of moti vation (''wishing''), whereas ratings of NBV tended to be more related to factors entailed in later action-phases (''urgency/priority'' and ''intention''). These findings and previous ones are consistent with t he proposal that this distinction parallels distinctions in Maslow's m otivation theory. If the parallel is accepted, the findings support pr edictions from Maslow's theory. Results also indicate that purportedly unidimensional rating scales of motivation can reflect more than one underlying attribute.