We present five studies investigating the effects of approach and avoidance behaviours when individuals do not enact them but, instead, learn that others have performed them. In Experiment 1, when participants read that a fictitious character (model) had approached a previously unknown product, they ascribed to this model a liking for the object. In contrast, they ascribed to the model a disliking for the avoided product. In Experiment 2, this result emerged, with a smaller effect size, even when it was (...) clear that the behaviours followed specific instructions from a third party. The model had been a mere executor instead of behaving autonomously. Finally, in Experiments 3, 4, and 5, we showed, with direct and indirect measures of attitudes, that reading that the model had approached vs avoided products was sufficient to create preferences in the participant for the approached one, regardless of whether it was explained that the model was a mere executor. This research highlights the largely unexplored effects of vicarious approach/avoidance behaviours. Theoretical and practical implications and possible developments of this line of research are discussed. (shrink)

Previous research showed that the repeated approaching of one stimulus and avoiding of another stimulus typically leads to more positive evaluations of the former stimuli. In the current study, we examined whether approach and avoidance training effects on evaluations of neutral stimuli can be modulated by introducing a regularity between the approach-avoidance actions and a positive or negative stimulus. In an AAT task, participants repeatedly approached one neutral non-word and avoided another neutral non-word. Half of the participants also approached a (...) negative fear-conditioned stimulus and avoided a conditioned safe stimulus. The other half of the participants avoided the CS+ and approached the CS−. Whereas participants in the avoid CS+ condition exhibited a typical AAT effect, participants in the approach CS+ condition exhibited a reversed AAT effect. These findings provide evidence for the malleability of the AAT effect when strongly valenced stimuli are approached or avoided. We discuss the practical and theoretical implications of our findings. (shrink)