Consistently in achievement goal research, pursuing performance-avoidance goals has been associated with a decrease in achievement. Less is known to what extent this effect depends on the reasons underlying these goals’ endorsement. The present research uses a social value approach to assess how do performance-avoidance goals’ effects on achievement depend on the reasons anchored in social utility (goal endorsed in order to succeed) and in social desirability (goal endorsed in order to please one’s teachers). Based on five correlational samples meta-analyzed in Study 1, results showed that perceiving performance-avoidance goals as socially useful increased the negative effect of these goals on achievement. This moderating effect was replicated experimentally in Study 2. These findings support the relevance of studying achievement goal complexes and illustrate that performance-avoidance goals may lead to deleterious consequences even when endorsed for seemingly good reasons.