An experiment with N=40 university students investigated the impact of social observation on cardiovascular reactivity during performance on a computer-based letter detection task. The study was conducted in a 2 (social observation: no vs. yes)x2 (task difficulty: easy vs. difficult) between-persons design. In accordance with engagement-related predictions about the role of social observation in active coping, the mere presence of an experimenter who observed participants during task performance increased the reactivity of systolic blood pressure when the task was difficult, but not when the task was easy. Without social observation, reactivity was modest in both the easy and the difficult conditions. Reactivity of diastolic blood pressure described the same pattern as systolic blood pressure. Results are interpreted as evidence for an effort-related analysis of cardiovascular reactivity based on the principles of motivational intensity theory.