Abstract
The purpose of this study was to develop scales of two contrasting needs for self-presentation outcomes. Sugawara (1986) proposed two motivational states : praise seeking and rejection avoidance. We hypothesized two independent behavioral goals of creating particular impressions on others under the motivational states. In Study 1, with factor analysis, we developed two new scales, which independently measured the strength of praise seeking and rejection avoidance needs. In order to examine validity of the scales, emotional reactions of undergraduates in hypothetical interpersonal situations were investigated in Study 2. When responses of others were negative, rejection avoiders (those high on the scale) felt embarrassment ("haji"), while praise seekers felt anger. Also, rejection avoiders felt awkward ("tere") when faced with favorable evaluation by others, whereas praise seekers felt satisfaction. The findings suggested that the concepts of praise seeking and rejection avoidance would provide us with useful insight into understanding of social maladjustment.
