Moving forward is not only a metaphor: Approach and avoidance lead to self-evaluative assimilation and contrast

Could it be that walking toward (vs. away) someone else changes your self-evaluation in the direction of what this person is? We answer positively and argue that approach movements lead to self-evaluative assimilation (a higher self-evaluation with a high vs. a low standard), while avoidance movements lead to self-evaluative contrast (a lower self-evaluation with a high vs. a low standard). Hence, we predict that approach/avoidance moderates the impact of comparison information on self-evaluation. To test this idea, participants were either primed with approach or avoidance before processing comparison information (Study 1) or physically had to walk toward or away from this information (Studies 2 and 3). Results on self-evaluated adjustment (Studies 1 and 2) and self-evaluated attractiveness measures (Study 3) confirmed our predictions. These studies suggest ways to behave to self-evaluate positively when hearing about others.