Research suggests that interpersonal approach-avoidance behaviours influence group evaluations. However, previous work partly neglected the multi-sensory and contextual cues at stake during interpersonal interactions and may offer a limited picture of the phenomenon. Here, we argue that immersive virtual reality (IVR) represents a useful tool to address this issue. In IVR, we implemented interpersonal approach-avoidance behaviours and tested their construct validity. Based on a careful examination of the literature, we defined two construct validity criteria: the evaluative influence of repeated approach-avoidance behaviours as well as the activation of the corresponding neuropsychological systems. In two experiments (NExp1 = 199, NExp2 = 205), we tested whether, compared to avoidance, approach leads to more positive group evaluations on self-report, reaction time based and behavioural intention measures. Additionally, we investigated whether the IVR operationalisations influence the neuropsychological systems assumed to underlie approach-avoidance behaviours. Overall, the findings are not consistent with the hypotheses and do not conclusively validate our IVR approach-avoidance operationalisation. Although additional research should examine more thoroughly the issues raised by the current work by investigating new ways of implementing approach-avoidance in IVR, the present contribution paves the way for such future developments. Despite these challenges, we encourage a consideration of the full-fledged subtleties of social interactions via adequate tools (IVR) for the study of approach-avoidance.< Leer menos