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This version was published on May 1, 2007
Personality and Social Psychology Bulletin, Vol. 33, No. 5, 623-633 (2007)
DOI: 10.1177/0146167206297404
© 2007 Society for Personality and Social Psychology, Inc.

Goal-Discrepant Situations Prime Goal-Directed Actions if Goals Are Temporarily or Chronically Accessible

Ruud Custers

Utrecht University, r.custers{at}uu.nl

Henk Aarts

Utrecht University

This research tested the hypothesis that perception of goal-discrepant situations automatically (i.e., without conscious intent) facilitates access to representations of instrumental actions if goal representations are mentally accessible. Employing a probe-recognition paradigm, Experiment 1 established that sentences describing situations that are discrepant with the goal of "looking well-groomed" (e.g., having dirty shoes) automatically increased the accessibility of representations of appropriate instrumental actions (e.g., polishing) in comparison to control situations, but only when participants frequently pursued the goal. Experiments 2a and 2b suggest that this effect was due to chronic accessibility of the goal representation and demonstrate that the same effects occur if the accessibility of the goal is temporarily enhanced (by subliminal priming) for people that nonfrequently pursue the goal.

Key Words: nonconscious goal pursuit • goal-directed behavior • regulation • automaticity


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