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" "For any type of social management, It is of great practical importance that levels of quasi-stationary equilibria can be changed in either of two ways: by adding forces in the desired direction, or by diminishing opposing forces.
Kurt Zadek Lewin (September 9, 1890 – February 12, 1947) was a German-American psychologist, known as one of the modern pioneers of social psychology, organizational psychology, and applied psychology. He is often recognized as the "founder of social psychology" and was one of the first to study group dynamics and organizational development.
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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.