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.     

Inhibitory control during sentence reading in dyslexic children.

The present study focused on the nature of the reading disability of children with the guessing subtype of dyslexia (who read fast and inaccurately). The objective was to separate the excitatory account of their reading disturbance (i.e., in guessers the words' resting levels of activation are oversensitive to semantic context) from the inhibitory account (i.e., guessers tend to react prematurely to (false) candidate words that are activated in the lexicon). To disentangle the above accounts, guessers and normal readers were presented with a sentential priming task (SPT). In the SPT, subjects had to determine whether the final word of a sentence was semantically congruent or incongruent with the sentence, but had to inhibit their 'congruent' or 'incongruent' response in case of an occasionally presented pseudoword. To evoke guessing, each pseudoword closely resembled either a valid congruent or incongruent word. Guessing referred to prematurely accepting a pseudoword as a word that either appropriately or inappropriately completed the sentence. The extent to which subjects guessed at word meaning was evidenced by the false recognition rates (FRR) of the misspelled terminal words. Analyses on the FRRs of the pseudowords showed that guessers had significantly more difficulty in suppressing the 'go tendency' triggered by the pseudowords. It was concluded that the impulsive reading style of guessers should be ascribed to a less efficient suppression mechanism rather than to excessive reliance on contextual information. Specifically, the data were explained by assuming that the availability of the pseudoword's candidate meaning activated the hand to respond with, and that guessers found difficulty in suspending this response until they analyzed all letters in the stimulus and they could be sure of its spelling.     

Automatic goal inferences

The social psychological literature on automatic social inferences has focused on one construct that helps explaining human behavior—traits (e.g., Gilbert, Pelham, & Krull, 1988; Trope, 1986; Winter & Uleman, 1984). The dispositional roots of behavior, however, go beyond relatively stable constructs such as traits to include more transient causes such as one’s intentions and goals. Evidence from young infants and adult chimpanzees, knowledge acquired in the text-comprehension literature and hypotheses derived from the Automatic Causal Inferences framework (Hassin, Bargh, & Uleman, 2002), seems to converge: they all suggest that perceivers may automatically infer goals from behaviors. This paper reports four studies that examine this hypothesis. The first two use surprise cued-recall, and look at goal inferences when the road to goal achievement seems straightforward and when it seems blocked. Studies 3 and 4 use on-line methodologies—probe recognition task and lexical decision—to examine whether these inferences are made at encoding.     

Perception of the color red enhances the force and velocity of motor output

The present research examined whether perception of the color red influences basic motor functioning. Prior research on color and motor functioning has been guided by ill-defined theoretical statements, and has been plagued by methodological problems. Drawing on theoretical and empirical work on the threat-behavior link in human and nonhuman animals, we proposed and tested the prediction that perceiving red enhances the force and velocity of motor output. Experiment 1 demonstrated that red, relative to gray (matched to red on lightness), facilitates pinchgrip force. Experiment 2 demonstrated that red, relative to gray (matched to red on lightness) and blue (matched to red on lightness and chroma) facilitates handgrip force and the velocity of that force. These findings clearly establish a link between red and basic motor action, illustrate the importance of rigorous experimental methods when testing color effects, and highlight the need to attend to the functional, as well as aesthetic, value of color.     

Unintentional preparation of motor impulses after incidental perception of need-rewarding objects

Using a new method, we examined whether incidental perception of need-rewarding (positive) objects unintentionally prepares motor action. Participants who varied in their level of need for water were presented with glasses of water (and control objects) that were accompanied by go and no-go cues that required a response (key-press) or withholding a response. Importantly, if need-rewarding objects unintentionally prepare action, presentation of no-go cues should lead to motor inhibition of these prepared motor impulses. Consistent with this hypothesis, results showed that participants relatively high in need for water (and hence, who perceive water as a rewarding, positive object) were slower to react to a successive action probe after withholding a response during perception of water than during perception of the control object, suggesting motor inhibition of unintentionally prepared motor impulses. We propose that incidental perception of need-rewarding objects unintentionally potentiates preparation of motor action to these objects.     

Goal contagion: perceiving is for pursuing

Six studies examined the goal contagion hypothesis, which claims that individuals may automatically adopt and pursue a goal that is implied by another person's behavior. Participants were briefly exposed to behavioral information implying a specific goal and were then given the opportunity to act on the goal in a different way and context. Studies 1-3 established the goal contagion phenomenon by showing that the behavioral consequences of goal contagion possess features of goal directedness: (a) They are affected by goal strength, (b) they have the quality of goal appropriateness, and (c) they are characterized by persistence. Studies 4-6 show that people do not automatically adopt goals when the observed goal pursuit is conducted in an unacceptable manner, because the goal will then be perceived as unattractive. The results are discussed in the context of recent research on automatic goal pursuits.     

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.     

On the Emergence of Human Goal Pursuit: The Nonconscious Regulation and Motivation of Goals

Experimental research in social psychology has discovered that human goal pursuit can emerge in the absence of conscious awareness. Whereas these goal-priming effects are commonly explained in terms of habitual automatic processes, recent studies shed new light on the matter. Building on this recent work, this paper attempts to promote a more comprehensive understanding and examination of the potential mechanisms that enable people to pursue their goals in a nonconscious fashion. Specifically, it addresses (i) the human capacity to pursue goals without awareness of the activation and operation of the goal, even when habits are inadequate; and (ii) the fundamental role of positive affect in nonconsciously modulating the motivation of goals and their pursuit.