Behavioral cues to others’ motivation and goal pursuits: The perception of effort facilitates goal inference and contagion

Recent research demonstrates that people spontaneously, i.e., without conscious intent, infer and pursue the goals perceived in others’ behavior, a phenomenon termed goal contagion [Aarts, H., Gollwitzer, P., & Hassin, R. R. (2004). Goal contagion: perceiving is for pursuing. Journal of Personality and Social Psychology, 87, 23–27]. Three experiments extend this work by studying the basic role of perceived behavioral effort in goal inference and pursuit. In an adaptation of the Animated Film Technique, participants were exposed to a movie featuring movements of a ball that implied the goal of helping. The amount of effort in pursuing the implied goal was experimentally varied. Results showed that an increase in perceived effort led to stronger inferences of the implied goal, as was established by enhanced accessibility of the goal representation in a word completion and lexical decision task. Furthermore, as a result of these inferences, participants more strongly pursued the inferred goal of helping. Implications for research on goal inferences and pursuit are briefly discussed.