“Strength and Safety in Numbers”: A Theoretical Perspective on Group Influences on Approach and Avoidance Motivation

This paper presents a theoretical framework that advances current understanding of motivational and affective causes and consequences of small group processes and behaviors. Theories on the approach and avoidance systems of motivation state that these systems are active in the presence of potential positive or negative outcomes, respectively. In many instances, groups are associated with rewards and are perceived to facilitate positive outcomes (“strength in numbers”), and are a source of security and thought to reduce the occurrence of negative outcomes (“safety in numbers”). Accordingly, group membership and interaction should impact activation of group members’ approach and avoidance motivation systems. Thus, systematic group influences on mood, information processing, perceptions, attention, and behavior should be expected. The integration of approach and avoidance theories with small group research can potentially broaden our knowledge of the group experience, and lead to a theoretical framework for investigations of goal-directed behaviors in group settings.