Motivational Intensity and Valence Are Married, But They Are Not the Same Person: Commentary on Campbell et al. (2021)

Abstract

Campbell et al. (2021) claimed motivational intensity (approach–avoidance) is a redundant construct that is merely another label for valence (positive–negative). They based their conclusion on a high correlation between valence and motivational intensity when participants rated pictures. We present arguments that their conclusion was based on inadequate evidence. First, we explain how high correlation fails to identify meaningful and consistent affective states where motivational intensity is essential. As a counterargument, we present replicated and cumulative empirical evidence of differences between affective states with equal valence and arousal but different motivational intensities such as desire or enthusiasm versus amusement. Second, we emphasize that correlations do not account for relative differences between valence and motivational intensity levels (which we termed undermotivated and overmotivated affect). We illustrate this by presenting how valence and motivational intensity diverge during watching affective video clips. We conclude the opposite of Campbell’s team, that is, motivational intensity is a viable concept deserving further attention. However, studying motivational intensity requires specific strategies to dissect what is possible within affect from the most frequent. We formulate several recommendations regarding the choice of stimuli (overrepresentation of specific categories) and measurement (e.g., measuring dimensions of affect along with a broad range of discrete emotions and motivational concepts). This might improve the study in affective science toward stronger differentiation within the core of human affect.