“The choice between two pleasant things is generally easier than that between two unpleasant unless questions are involved which cut deeply into the life of the individual. Such a conflict situation can upon occasion also lead to an oscillation between two attractions. It is of considerable importance that in these cases a decision between two attractions. It is of considerable importance that in these cases a decision or one goal alters its valence in such a way as to make it weaker than that of the renounced goal.”

—  Kurt Lewin

Source: 1930s, A Dynamic Theory of Personality, 1935, p. 123.

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Kurt Lewin 48
German-American psychologist 1890–1947

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