PERSON MEMORY MECHANISM UNDERLYING APPROACH AND AVOIDANCE JUDGMENTS OF SOCIAL TARGETS

People display approach and avoidance tendencies toward social targets. Although much research has studied the factors that affect decisions to approach or avoid targets, less work has investigated whether cognitive factors, such as episodic memory (e.g., details remembered about others from previous encounters) contribute to such judgments. Across two experiments, participants formed positive or negative impressions of targets based on their picture, a trait-implying behavior (Experiments 1 & 2), and their political ideology (conservative or liberal; Experiment 2). Memory and approach/avoidance decisions for targets were then measured. Results showed remembering negative impressions about targets increased avoidance responses, whereas remembering positive impressions increased approach responses. Strikingly, falsely remembering negative impressions for novel social targets (not seen before) also induced avoidance. Results suggest remembering negative information about targets, whether correctly or falsely, strongly influences future social judgments. Overall, these data support an episodic memory mechanism underlying subsequent approach/ avoidance judgments, which is a rich area for future research.