iStock/Thinkstock(CHICAGO) — Since they began comprehending that it’s really a jungle out there, humans have used an innate tendency called “approach avoidance” to stay out of harm’s way.
Essentially, this is feeling of experiencing fear when someone or something comes closer rather than moving away.
University of Chicago Booth School of Business Professor Christopher K. Hsee says it is a survival instinct that came in handy when humans had to worry about being attacked by animals, not to mention other people.
Naturally, if someone menacing is heading your way, you will obviously feel threatened.
However, Hsee adds that “approach avoidance” should also be understood when the settings are far benign.
For example, motivational speakers might want to reconsider whether getting closer to an audience is hindering their message, rather than getting it across.
Marketers can also learn to interpret “approach avoidance” when promoting products, especially if bringing them in closer on a TV screen actually turns off consumers.
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