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Definitions:

An approach motivation is a drive to experience a positive outcome, while an avoidance motivation is a drive to not experience a negative outcome.
https://psychexamreview.com/approach-and-avoidance-motivations/

A study examined how people with different motivational styles respond to messages framed around gains (positive outcomes) versus losses (avoiding negatives).

Participants were first categorized as either approach-oriented (focused on rewards) or avoidance-oriented (focused on preventing negative outcomes).

When given gain-framed information (highlighting benefits), people with an approach orientation showed stronger intentions and behavior change.

When given loss-framed information (highlighting costs), those with an avoidance orientation responded better.

In other words, people are more likely to act when the way information is framed matches their motivational style.