In search of the nonconscious sources of goal pursuit: Accessibility and positive affective valence of the goal state

Two experiments tested the hypothesis that the mere priming of the representation of a goal state motivates people to pursue this state to the extent that it is associated with positive affect. In Experiment 1, all participants completed an affective priming task in which the goal concept of “socializing” was primed and tested for positive valence. Subsequently, they were given an instrumental task which provided the opportunity to pursue that state. It was established that participants put more effort in the task to attain the primed goal state when the implicitly assessed affective valence of the state was more positive. Experiment 2 replicated and extended these effects by showing that a stronger association of the goal state with positive affect—as assessed by the EAST—led to more effort to attain the state, but only when “socializing” was primed.     

Goal-specific influences on the representation of spatial perspective

In two experiments, subjects learned an unfamiliar campus environment, either by studying a map or by navigating. During acquisition, the subjects had one of two spatial goals: to learn the layout of the building (survey goal) or to learn the fastest routes between locations (route goal). Spatial memory was tested with several tasks, some assessing survey perspective processing and some assessing route perspective processing. Results indicate multiple influences on the representation of spatial perspective. Learning condition influenced performance. Individuals studying maps gave more accurate responses to some survey perspective tasks, whereas individuals navigating gave more accurate responses to some route perspective tasks. Spatial goals also influenced performance. Having a route goal enhanced performance on route perspective tasks; having a survey goal enhanced performance on survey perspective tasks. These findings are discussed in the context of research indicating flexibility when processing spatial perspective. Individuals can use spatial information from different perspectives, often doing so in a goal-directed manner.     

Negativity and outgroup biases in attitude formation and transfer

In an initial experiment, the behavior of one person had a stronger influence on implicit evaluations of another person from the same group when (a) the attitude was negative rather than positive and (b) the people were outgroup members rather than ingroup members. Explicitly, participants resisted these attitude transfer effects. In a second experiment, negative information formed less negative explicit attitudes when the target was Black than when the target was White, and participants were more vigilant not to transfer that negative attitude to a new Black person. Implicit attitudes, however, transferred to both Black and White targets. Positive information formed stronger positive explicit attitudes when the target was Black than when the target was White, and that evaluation transferred to another Black person both implicitly and explicitly. Even when deliberately resisting outgroup negativity in attitude formation and transfer, people appear unable to avoid it implicitly.     

Nonconscious goal pursuit: Acting in an explanatory vacuum

Nonconsciously activated goals and consciously set goals produce the same outcomes by engaging similar psychological processes (Bargh, 1990; Gollwitzer & Bargh, 2005). However, nonconscious and conscious goal pursuit may have different effects on subsequent affect if goal pursuit affords an explanation, as nonconscious goal pursuit occurs in an explanatory vacuum (i.e. cannot be readily attributed to the respective goal intention). We compared self-reported affect after nonconscious versus conscious goal pursuit that either violated or conformed to a prevailing social norm. When goal-directed behavior did not require an explanation (was norm-conforming), affective experiences did not differ after nonconscious and conscious goal pursuit. However, when goal-directed behavior required an explanation (was norm-violating), nonconscious goal pursuit induced more negative affect than conscious goal pursuit.     

Beyond priming effects: The role of positive affect and discrepancies in implicit processes of motivation and goal pursuit

Recent research demonstrates that goal pursuit can be instigated without conscious interventions when the mental accessibility of goal representations is enhanced by environmental cues. However, the mechanisms producing this non-conscious, motivational, goal-directed activity are not clearly addressed in the literature. In this chapter we present a framework within which the non-conscious activation of goal-directed behaviour can be understood. The framework departs from the idea that a goal is represented as a desired state and identifies three characteristics of this representation that render non-conscious goal pursuit more likely to occur: its mental accessibility, the discrepancy of the represented state with the actual state, and its association with positive affect. We present findings, largely established in our own labs, that demonstrate the crucial role of these three factors. We will close the chapter by showing how the framework can help to address some of the pressing issues in the research on non-conscious goal pursuit.     

Positive affect as implicit motivator: on the nonconscious operation of behavioral goals

Recent research has revealed that nonconscious activation of desired behavioral states--or behavioral goals--promotes motivational activity to accomplish these states. Six studies demonstrate that this nonconscious operation of behavioral goals emerges if mental representations of specific behavioral states are associated with positive affect. In an evaluative-conditioning paradigm, unobtrusive linking of behavioral states to positive, as compared with neutral or negative, affect increased participants' wanting to accomplish these states. Furthermore, participants worked harder on tasks that were instrumental in attaining behavioral states when these states were implicitly linked to positive affect, thereby mimicking the effects on motivational behavior of preexisting individual wanting and explicit goal instructions to attain the states. Together, these results suggest that positive affect plays a key role in nonconscious goal pursuit. Implications for behavior-priming research are discussed.     

The representation of explicit motor sequence knowledge

Much research has investigated the representation of implicitly learned motor sequences: Do subjects learn sequences of stimuli, responses, response locations, or some combination? Most of the work on this subject indicates that when sequences are learned implicitly, it is in terms of response locations. The present work investigated the representation of explicitly learned motor sequences. In four experiments, we found consistent evidence that explicitly learned sequences are represented in terms of stimulus locations. This conclusion held true for both self-report measures (subjects said that they learned stimuli) and performance measures, but when stimuli changed, performance degraded. We interpret these data in a multiple-memory-systems framework.     

习惯研究的现状与展望

习惯是一种由某特定线索引发并指向某特定目标(包括外显目标与内隐目标)的自动化反应。它具有过去有行为的重复、环境线索的稳定与自动化的反应等特征。关于习惯的测量方式主要采取自我报告法（如自我报告过去行为频率、自我报告习惯频率、自我报告习惯索引等）和反应频率测量法。对习惯的形成的理论解释主要有环境促进、态度促进、目标促进等几种观点。未来研究应继续深入探讨习惯的本质、整合形成机制的相关理论及开发更可靠方便的测量工具。     

The generalization of deliberative and automatic behavior: The role of procedural knowledge and affective reactions

Individuals’ goal-directed activity in one situation can affect their behavior in a later, ostensibly unrelated situation. This effect can depend on whether the latter behavior is also goal-directed or is performed automatically. Three studies showed that participants’ rate of speaking in the course of performing a speech shadowing task has a positive influence on the speed with which they later complete an ostensibly unrelated marketing survey. Furthermore, when participants’ attention is called to the goal of working rapidly on the survey, the effect of their past behavior depends on their perception of the goal's desirability. When the time to complete the survey is not mentioned, however, participants’ speed of working on the survey is influenced by their speed of speaking in the earlier situation without their awareness and it does not depend on the desirability of the goal with which their behavior is associated. An additional experiment showed that the relative impact of goal-directed and automatic processes also depends on the cognitive resources that people have available to construe the evaluative implications of their decisions.     

Implementation intentions do not enhance all types of goals: The moderating role of goal difficulty

Three studies tested whether Gollwitzer and Brandst?tter’s (1997) failure to find an implementation effect for easy goals was due to a ceiling effect, to the moderating effect of previously formed habits, or to a moderating effect of earlier implementation intentions. The studies strongly indicated that easy goals did benefit from forming implementation intentions (i.e., specifying where or when one would perform the action). This suggests that Gollwitzer and Brandst?tter’s failure to find significant implementation effects for easy goals was due to a ceiling effect and not to other moderating effects. However, in the three experiments, we found no positive effect of implementation intentions for the enactment of goal-related behavior corresponding to a certain type of difficult goal. More specifically, when the focus was on the outcome of goal-directed action rather than on the goal-directed actions themselves, implementation intentions specifying when or in what conditions the relevant actions were to be performed did not enhance enactment. When the focus was on the goal-directed actions, we replicated the positive effect of forming implementation intentions. We argue that specifying when or where a goal-directed action should be enacted does not enhance enactment when the actor is not aware of the actions that are required to reach the goal. Possibly, implementation intentions specifying what one should do (rather than where or when) might be more helpful to enhance enactment rates of this type of goal.     

Implementation intentions do not enhance all types of goals: The moderating role of goal difficulty

Three studies tested whether Gollwitzer and Brandstätter’s (1997) failure to find an implementation effect for easy goals was due to a ceiling effect, to the moderating effect of previously formed habits, or to a moderating effect of earlier implementation intentions. The studies strongly indicated that easy goals did benefit from forming implementation intentions (i.e., specifying where or when one would perform the action). This suggests that Gollwitzer and Brandstätter’s failure to find significant implementation effects for easy goals was due to a ceiling effect and not to other moderating effects. However, in the three experiments, we found no positive effect of implementation intentions for the enactment of goal-related behavior corresponding to a certain type of difficult goal. More specifically, when the focus was on the outcome of goal-directed action rather than on the goal-directed actions themselves, implementation intentions specifying when or in what conditions the relevant actions were to be performed did not enhance enactment. When the focus was on the goal-directed actions, we replicated the positive effect of forming implementation intentions. We argue that specifying when or where a goal-directed action should be enacted does not enhance enactment when the actor is not aware of the actions that are required to reach the goal. Possibly, implementation intentions specifying what one should do (rather than where or when) might be more helpful to enhance enactment rates of this type of goal.     

Towards a resolution of the personality triad: Persons,situations, and behaviors

The issue of the variant vs. invariant in personality often arises in different forms of the “person–situation” debate, which is based on a false dichotomy between the personal and situational determination of behavior. Previously reported data are summarized that demonstrate how behavior can vary as a function of subtle situational changes while individual consistency is maintained. Further discussion considers the personal source of behavioral invariance, the situational source of behavioral variation, the person–situation interaction, the nature of behavior, and the “personality triad” of persons, situations, and behaviors, in which each element is understood and predicted in terms of the other two. An important goal for future research is further development of theories and methods for conceptualizing and measuring the functional aspects of situations and of behaviors. One reason for the persistence of the person situation debate may be that it serves as a proxy for a deeper, implicit debate over values such as equality vs. individuality, determinism vs. free will, and flexibility vs. consistency. However, these value dichotomies may be as false as the person–situation debate that they implicitly drive.     

Perception of Maximum Reaching Height When the Means of Reaching Are No Longer in View

Previous research has shown that perception of maximum reaching height is relative to reaching ability even when the means of performing this behavior would bring about (future) changes in reaching ability. Two experiments investigate whether this continues to be the case even when the means of reaching are no longer in view. The results show perception of maximum reaching height reflects impending changes to reaching ability both when the means of performing the reaching task (and changing reaching ability) are present and when they are no longer in view. The results are discussed in the context of prospectivity, retrospectivity, and flexibility—3 fundamental hallmarks of goal-directed behavior.     

Dissociable aspects of imitation: a study in autism

What does it mean for a child to imitate someone else? We tested matched groups of children with and without autism (n=16 for each group, with a mean chronological age of 11 years and a mean verbal mental age of 6 years) to investigate two potentially dissociable aspects of imitation: copying goal-directed actions, on the one hand, and imitating the "style" with which a person demonstrates those actions, on the other. Our hypothesis was that the latter, but not necessarily the former, kind of imitation reflects a special quality of interpersonal engagement in which one person identifies with another, and that the propensity to identify with others is specifically weak in autism. As predicted, participants with and without autism were similar in their ability to copy six relatively complex goal-directed actions but were significantly different in imitating the style with which six simpler goal-directed actions were executed, especially when style was incidental to accomplishing a goal. We interpret the findings in terms of a link among children's capacities for intersubjective engagement, imitation, and learning new ways to relate to objects.     

The implications of counterfactual mind-sets for the functioning of implementation intentions

Two experiments explored how counterfactual mind-sets interact with implementation intentions and affect their flexibility. Participants engaged in a subtractive mind-set, an additive mind-set, or a control condition and were subsequently given either goal intentions or implementation intentions that facilitated cue detection (Experiment 1) or the goal-directed response (Experiment 2). Dependent variables were the number of targets specified in the intentions and the legitimate alternatives to the targets (flexibility measure). In Experiment 1, the implementation intention (versus goal intention) group were better at detecting specified cues, but worse on alternatives, regardless of mind-set. In Experiment 2, an interaction emerged. For both specified and alternative responses, the subtractive mind-set paired with an implementation intention versus goal intention performed better. This pattern was reversed for additive mind-set conditions. Hence, how counterfactual mind-sets affect the flexibility of planning is dependent on the particular mind-set used and the specific operations of plan.     

How Positive and Negative Feedback Motivate Goal Pursuit

This article explores the feedback individuals give, seek, and respond to in the course of pursuing their goals. We propose that positive feedback motivates goal pursuit when it signals an increase in goal commitment, whereas negative feedback motivates goal pursuit when it signals insufficient goal progress. We review research suggesting that whether individuals are drawn to evaluate their level of commitment versus rate of progress determines the type of feedback (positive or negative) that best motivates them to pursue their goals. We then review research suggesting that these effects of feedback operate by inducing positive and negative general moods as well as specific emotions.     

The nonconscious cessation of goal pursuit: when goals and negative affect are coactivated

Extending on the recent investigation into the implicit affective processes underlying motivation and decision making, 5 studies examined the role of negative affect in moderating goal priming effects. Specifically, experimental effects on measures that typify motivational qualities of goal systems, such as keeping a goal at a heightened level of mental accessibility and exerting effort to work for a goal and experiencing desire to attain the goal, showed that the motivation and resultant operation of social goals cease when these goals are primed in temporal proximity of negatively valenced information. These goal cessation effects resulting from the mere coactivation of a goal and negative affect are discussed against the background of present research on nonconscious goal pursuit and the role of accessibility and desirability in the regulation of automatic goal-directed behavior.     

Unravelling the motivational yarn: A framework for understanding the instigation of implicitly motivated behaviour resulting from deprivation and positive affect

Research suggests that the motivation to perform specific behaviours can originate in the unconscious. This implicit motivation can generally be traced to two basic sources: Deprivation of essential resources and positive affect attached to the specific behaviour. Yet, whereas previous research has increased our understanding of the emergence of implicit motivation, there is little theoretical analysis and empirical research that addresses how these sources interact in producing motivation. This chapter presents a framework for the comprehension of implicitly motivated behaviour resulting from deprivation and positive affect. The framework consists of two essential components. First, it proposes that mental representations of behaviour direct and prepare individuals to engage in behaviour. Second, it suggests that a reward signal either emanating from deprivation or positive affect acts upon behaviour representations to produce motivated behaviour. We present several findings supporting the framework and discuss these findings in the context of non-conscious goal pursuit and needs.     

积极情绪对任务转换的影响

通过两个行为实验考察了积极情绪图片所诱发的情绪状态对任务转换的影响及其机制。研究任务是数字分类任务,分为保持和转换两个阶段。首先要求被试对靶刺激形成一定的习惯化反应,然后改变任务要求。实验1以53名大学生为被试,分别在积极情绪、消极情绪和中性条件下完成任务,发现在与中性条件相比时,积极情绪促进任务转换,消极情绪延缓任务转换。实验2以37名大学生为被试,增加了一种转换条件,考察积极情绪促进任务转换的心理原因,结果表明积极情绪因偏好新异刺激而促进任务转换     

Dynamics of multiple-goal pursuit

The authors propose and test a model of multiple-goal pursuit that specifies how individuals allocate effort among multiple goals over time. The model predicts that whether individuals decide to step up effort, coast, abandon the current goal, or switch to pursue another goal is determined jointly by the emotions that flow from prior goal progress and the proximity to future goal attainment, and proximally determined by changes in expectancies about goal attainment. Results from a longitudinal diary study and 2 experiments show that positive and negative goal-related emotions can have diametrically opposing effects on goal-directed behavior, depending on the individual's proximity to goal attainment. The findings resolve contrasting predictions about the influence of positive and negative emotions in volitional behavior, critically amend the goal gradient hypothesis, and provide new insights into the dynamics and determinants of multiple-goal pursuit.