Are the carrot and the stick the two sides of same coin? A neural examination of approach/avoidance motivation during cognitive performance.

The present study examined neural circuit activity in a working memory (WM) task under conditions of approach and avoidance motivation. Eighteen participants were scanned with functional MRI while they performed a 3-back WM task under three conditions: in an avoidance condition incorrect responses were punished with monetary loss; in an approach condition correct responses were rewarded with monetary gain; in a neutral control condition there was no monetary incentive. Compared with the control condition, activation in fronto-parietal areas - which are associated with WM processing - was increased in both the approach and avoidance conditions. The results suggest that both approach and avoidance motivation increase task-related cognitive activation.