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To understand how these choices are made, he defines the three concepts of valence, expectancy and force, and describes how these work in conjunction to determine how people will decide to act, given possible routes of behaviour leading to possible outcomes.
VALENCE:
Is a term referring to a preference for one outcome over another. An outcome is said to be positively valent when a person prefers attaining it to not attaining it; when he or she prefers not to attain an outcome, then it has a negative valence; and when he or she is indifferent to whether an outcome is attained or not, it has a valence of zero...
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