Approach-avoidance actions or categorization? A matching account of reference valence effects in affective S-R compatibility

Theories from diverse areas of psychology assume a compatibility relation between affective stimuli and approach-avoidance actions and imply that the reference object (self vs. other) for the movement determines the direction of the compatibility effect. However, studies on the influence of reference valence are still sparse. We conducted three experiments to test a matching account of actions that move targets toward or away from a centrally located referent. When the referent was positive (Albert Einstein), participants were faster to move positive words toward and negative words away from the referent than to move negative words toward and positive words away from the referent. When the referent was negative (Adolf Hitler), these relations reversed. These results cannot be interpreted with current motivational or cognitive accounts but are in accord with the matching account. (C) 2012 Elsevier Inc. All rights reserved.