Approach Avoidance Task (AAT)

Implicit action tendencies can be measured with the Approach-Avoidance Task (AAT). Traditionally, the AAT was measured with a physical lever (Solarz, 1960). Modern studies utilize computer-based instruments, e.g. joystick (Piqueras-Fiszman, Kraus, & Spence, 2014). Impulsive behavior accounts for a considerable volume of shopping across wide-ranging product categories (Baumeister, 2002; Dholakia, 2000; Hausman, 2000).  Such reactions are driven by an approach-avoidance motivation, which is the energization of behavior towards a positive stimulus or away from a negative stimulus (avoidance motivation) (Elliot 2006).  Theoretically, an inherent approach-avoidance-motivation produces a physiological reactions (Arnold 1960; Corwin 1921).

The AAT is implemented in AYB as a two-stage process. First, the respondent has to explicitly evaluate a number of items by pressing a “Thumbs up” or “Thumbs down” icon. These selected items serve as control stimuli and as a benchmark for the experimental stimuli that are not explicitly rated by the respondent. The push and pull task is conducted on a visual slider. The illusion of increase or decrease of distance towards the object is supported by a “zooming effect”. The stimulus becomes larger, when pulled towards oneself, and smaller, when pushed away. Immediate feedback by the avatar and an interpretation of test scores at the end of the experiment is also provided. The push and pull task is conducted on a visual slider. The illusion of increase or decrease of distance towards the object is supported by a “zooming effect”. The stimulus becomes larger, when pulled towards oneself, and smaller, when pushed away. Immediate feedback by the avatar and an interpretation of test scores at the end of the experiment is also provided.

As Fig 1 depicts, the AAT task is accompanied by instruction to either “pull it near” or “push it away” positioned above the slider. Participants are instructed to move the object accordingly by dragging it with the mouse either to the top-right corner (push condition) or to the bottom-left corner (pull condition). Given that participants are instructed to react immediately to stimuli, it is unlikely that conscious evaluations of the stimuli effects drive response latencies or error rates (Seibt et al, 2007). However, the use of online approach–avoidance tendencies remains largely unexplored (Roelofs et al, 2005; Weil et al , 2017).

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