Priming against your will: How accessible alternatives affect goal pursuit

Four studies examined how diverse aspects of goal pursuit are influenced by the accessibility of alternative goals. It was consistently found that such an accessibility often affects the resources allocated to a focal goal, influencing commitment, progress, and the development of effective means, as well as one's emotional reponses to positive and negative feedback about one's striving efforts. Moreover, the direction of these influences was found to depend on how the alternative goals relate to the focal pursuit. Alternatives unrelated to the focal goal pull resources away from it, whereas alternatives facilitatively related to a focal goal draw resources toward it.