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We investigated people’s responses to exposure to downward and upward targets. In Study 1, among 197 participants, it was predicted and found that such exposure led to a contrast effect on self-evaluation, and to an assimilation effect on affect. In Study 2, among 148 participants, it was predicted and found that the contrast effect on self-evaluation occurred in particular when participants were induced to compare themselves with the target, and that the assimilation effect on affect occurred, in particular, when participants were induced to identify themselves with the target. This study provides preliminary evidence that social comparison and identification are separate processes that influence different variables, in opposite ways.