Motivational salience
Cognitive process / From Wikipedia, the free encyclopedia
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Motivational salience is a cognitive process and a form of attention that motivates or propels an individual's behavior towards or away from a particular object, perceived event or outcome.[1] Motivational salience regulates the intensity of behaviors that facilitate the attainment of a particular goal, the amount of time and energy that an individual is willing to expend to attain a particular goal, and the amount of risk that an individual is willing to accept while working to attain a particular goal.[1]
Motivational salience is composed of two component processes that are defined by their attractive or aversive effects on an individual's behavior relative to a particular stimulus: incentive salience and aversive salience.[1] Incentive salience is the attractive form of motivational salience that causes approach behavior, and is associated with operant reinforcement, desirable outcomes, and pleasurable stimuli.[2][3] Aversive salience (sometimes known as fearful salience[4]) is the aversive form of motivational salience that causes avoidance behavior, and is associated with operant punishment, undesirable outcomes, and unpleasant stimuli.[5]