Approach and avoidance orientations are key elements of adaptive regulation at the evaluation-behavior interface. On the one hand, continuous evaluations of the world fuel approach-avoidance reactions as a function of the individual’s immediate environment. On the other hand, in turn these individual-environment adjustments influence evaluations. A grounded perspective of social cognition, placing the sensorimotor aspects of individual-environment interactions at the core of cognition, has much to offer for the understanding of evaluative processes. Despite the growing enthusiasm for a grounded view of cognition and action in the approach-avoidance literature, its core principles are seldom reflected at the operationalization level. In this paper, we relied on the insights of a grounded perspective to propose more encompassing operationalizations of approach-avoidance orientations and investigate their influence on evaluations. Across six studies, we varied the approach-avoidance operationalizations (upper-body incline, upper-body posture and walking steps) and incrementally considered the grounded assumptions. We failed to obtain the theorized positive effect of approach (as compared to avoidance) on evaluations. Interestingly, further exploratory analyses on two studies conducted in Virtual Reality suggested that the more participants felt being present in the situation, the more the approach-avoidance ecological actions activated the corresponding neuropsychological systems. We discuss these emergent findings in light of grounded cognition and the notion of feeling of presence.

Abstract. The approach-aversion effect refers to a devaluation of approaching (vs. static) stimuli and is attributable to the fact that being approached is threatening. However, the explanation and the generalizability of this effect still remain unclear. To fill this gap, we provide a powerful test of the approach-aversion effect using Virtual Reality. Participants evaluated approaching and static virtual individuals for which we manipulated the threatening nature via their emotional facial expressions (Experiment 1), their group membership (Experiment 2), and the agency of their movements (Experiment 3). The results suggest a general approach-aversion effect which is attenuated when the self (vs. the target) initiates the movement. We thus bring convergent evidence that being approached is threatening.