Approach-approach conflict

Definition

An approach-approach conflict refers to a situation where an individual has to make a choice between two desirable outcomes or stimuli.

Analogy

Imagine being at your favorite ice cream shop and having to decide between two flavors you love equally - say chocolate chip cookie dough and mint chocolate chip. Both are appealing (or "approaching") choices, hence creating an approach-approach conflict.

Related terms

Decision Making Process: The cognitive process resulting in the selection of a belief or course of action among several possible alternatives.

Cognitive Dissonance Theory: A theory suggesting that we feel discomfort (dissonance) when our thoughts (cognitions) about something do not match our actions or decisions.

Intrinsic Motivation: The motivation coming from within oneself; doing something for its own sake because it's enjoyable or satisfying.