In search of the nonconscious sources of goal pursuit: Accessibility and positive affective valence of the goal state

Two experiments tested the hypothesis that the mere priming of the representation of a goal state motivates people to pursue this state to the extent that it is associated with positive affect. In Experiment 1, all participants completed an affective priming task in which the goal concept of “socializing” was primed and tested for positive valence. Subsequently, they were given an instrumental task which provided the opportunity to pursue that state. It was established that participants put more effort in the task to attain the primed goal state when the implicitly assessed affective valence of the state was more positive. Experiment 2 replicated and extended these effects by showing that a stronger association of the goal state with positive affect—as assessed by the EAST—led to more effort to attain the state, but only when “socializing” was primed.