The present research examines the ambivalence of achievement goal promotion at university, and more specifically in the psychology curriculum. On the one hand, psychology teachers explicitly encourage mastery but not performance (neither approach nor avoidance) goals. On the other hand, the selection process encourages the endorsement of not only mastery but also performance-approach goals. In fact, it would seem that both performance-approach and mastery goals are valued in a university context. Two pilot studies verified the above assumptions. Subsequently, Experiments 1, 2, and 3 showed that each of these goals corresponds to different aspects of social value. Indeed, high endorsement of mastery goals was associated with being judged as both likable (social desirability) and likely to succeed (social utility). High endorsement of performance-approach goals enhanced social utility judgments but reduced perceived likability. Performance-avoidance goals only enhanced perceived likability. The discussion focuses on the 2 functions of university, namely education (apparent in the official discourse of teachers) and selection (apparent in the university structure), and on the perceived value of achievement goals.