The motive to avoid success (M-S) is a stable personality disposition acquired early in life in conjunction with sex role standards which acts as an inhibiting factor in achievement motivation. Horner (1968) postulates that many women experience anxiety in competitive situations and learn to fear success because of its incongruence with the traditional feminine role. M-S is conceived of within the expectancy value theory and is only one factor in the overall assessment of achievement motivation. To explain M-S in terms of this theory, the assessment and measurement of fear of success and its role in predicting behavior is presented in conjunction with earlier research on achievement motivation. The paper concentrates on three areas: (1) methodological and theoretical criticisms of M-S research (validity and reliability of measurement, fear of success as a situational variable, M-S as a reflection of sex role stereotypes); (2) explanation of M-S within the Expectancy-Value theory of motivation and supporting research; and (3) suggestions for further research. (Author)