Four studies were conducted to test the notion that whether one competes against or cooperates with a comparison target can serve as an important determinant of the direction (contrast or assimilation) of self-evaluative social comparison effects. In Study 1, cooperative-competitive orientation was treated as an individual difference variable, and it was shown that social comparison led to contrast for individuals with a more competitive orientation, whereas assimilation occurred for individuals with a more cooperative orientation. Study 2 replicated this result, treating cooperative-competitive orientation as a contextual variable. In Study 3, it was demonstrated that to obtain this pattern of results it is not necessary for perceivers to believe that they will be either competing or cooperating with the comparison target. Simply activating the relevant concepts is sufficient. The final studies demonstrated that competition activates a "difference" focus and cooperation activates a "similarity" focus.