Approach-avoidance conflicts as elements of stress were first introduced by psychologist Kurt Lewin, one of the founders of modern social psychology.
The positive aspects, or approach portion, of marriage might be considered togetherness, sharing memories, and companionship while the negative aspects, or avoidance portions, might include financial considerations, arguments, and difficulty with in-laws.
For example, the decision maker might approach proposing to a partner with excitement because of the positive aspects of marriage.
For instance, if a person was thinking of starting a business they would be faced with positive and negative aspects.
Research pertaining to approach and avoidance conflicts has been extended into implicit motives, both abstract and social in nature.