Morality and competence are posited to constitute two basic kinds of content in person-and self-perception. Moral content dominates person-perception because it typically has a direct and unconditional bearing on the well-being of other people surrounding the person who is described by the trait (including the perceiver). Competence dominates self-perception because it has a direct bearing on the well-being of the perceiver. A comprehensive research programme is reviewed showing that morality of others matters to the perceiver to a much higher degree than his/her competence. When forming global evaluations of others, the perceiver is more interested in their moral than competence qualities, construes their behaviour in moral terms, and his or her impressions and emotional responses are more strongly based on morality than competence considerations. Just the opposite is true for selfperception and self-attitudes. Own behaviours are construed more readily in competence than moral terms, and own competence influences self-evaluations and emotional responses to a higher degree than own morality.Person-perception and self-perception processes are strongly saturated with evaluations and other affective processes. Evaluative responses are ubiquitous, primary, and partially independent of access to stimuli descriptive meaning. Frequently, these responses are also effortless, unconscious, very fast, unintentional, and automatically related to behavioural tendencies (cf. Bargh, 1997;Dijksterhuis & Bargh, 2001;Zajonc, 2000). Most probably, the ubiquity and prominence of evaluation is a consequence of the basic function of social cognition-discerning between beneficial and harmful social objects or environments in the service of approach vs avoidance behaviour. All organisms have at least one mechanism for differentiating agreeable from (Caccioppo, Gardner, & Berntson, 1997) and global impressions of others. Social information processing is, of course, highly flexible and depends on the perceiver's current goals. Nevertheless, the approach -avoidance dimension looms in every nook and cranny searched by modern social cognition students, and ''evaluation is a pervasive and dominant response for most people across the many situations and objects they encounter'' (Jarvis & Petty, 1996, p. 173).Using the computer metaphor of mind, one may say that forming global evaluative impressions serves as a default option in the person-perception process. Evaluative impressions of encountered persons are routinely formed, apparently without effort and specific purposes. Evaluation may be based on various criteria (depending on the perceiver's specific goals) but the basic and most frequently used is probably the criterion of self-interest broadly defined as preserving the perceiver's immediate well-being. If so, evaluation should be strongly underlain by concepts instrumental in locating others (target persons) on the approach -avoidance dimension. Peeters (1992) called such concepts other-profitable traits, i.e., traits that have a direc...