Nonconscious goal pursuit and the surmounting of physical and social obstacles

The ability to overcome obstacles is widely regarded as a sign of motivation. Building on recent research on nonconscious goal pursuit, two experiments are presented that test whether activating the goal of helping outside people's awareness by exposure to social stereotypes causes them to overcome physical and social obstacles. Experiment 1 established that although overall participants were less inclined to pick up a tissue that was accidentally dropped on the floor by the experimenter when this tissue was dirty instead of clean, they were able to overcome their aversion toward picking up the physical object when they were primed with the mental representation of a social group (e.g., nurse) containing the goal of helping. Results were replicated in Experiment 2, in which participants had to overcome a social obstacle by providing feedback to a student of a negatively evaluated ethnic minority group, and explanations in terms of demand characteristics and mood were excluded. Implications for the literature on nonconscious goal pursuit are briefly discussed. Copyright © 2007 John Wiley & Sons, Ltd.