The present research explored the nature of automatic associations formed between short-term motives (temptations) and the overriding goals with which they interfere. Five experimental studies, encompassing several self-regulatory domains, found that temptations tend to activate such higher priority goals, whereas the latter tend to inhibit the temptations. These activation patterns occurred outside of participants’ conscious awareness and did not appear to tax their mental resources. Moreover, they varied as a function of subjective goal importance and were more pronounced for successful versus unsuccessful self-regulators in a given domain. Finally, priming by temptation stimuli was found not only to influence the activation of overriding goals but also to affect goal-congruent behavioral choices. A delicious chocolate cake in the storefront of a bakery may remind individuals of the unfortunate fact that they should go on a diet. A thought of an exotic place, ideal for a relaxing vacation, may conjure up approaching deadlines at work. Momentarily alluring yet morally questionable activities may spontaneously bring to mind the image of a stern parent or a religious leader. On these and similar occasions, elaborating on a seemingly desirable course

The self-regulation process often involves breaking an ongoing goal (e.g., keeping in shape) into many individual, constituent subgoals that monitor actual actions (e.g., eating healthy meals, going to the gym). The article examines how pursuing each of these subgoals may influence subsequent goal pursuit. The authors show that when people consider success on a single subgoal, additional actions toward achieving a superordinate goal are seen as substitutes and are less likely to be pursued. In contrast, when people consider their commitment to a superordinate goal on the basis of initial success on a subgoal, additional actions toward achieving that goal may seem to be complementary and more likely to be pursued. These predictions were tested in four studies that explored the conditions under which subgoals attainment have a counterproductive versus favorable effect on further pursuit of similar actions.

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There has been an upsurge of research in psychology on the interface between motivation and cognition. Much of this work has focused on elucidating the structure of the motivational system, although this work has also begun to examine the influence of motivation on preference, choice and learning. The growing body of data provides an opportunity for computationally minded researchers to extend existing cognitive models to incorporate insights about the nature of the motivational system. This paper reviews some recent research and draws out the implications of this work for computational cognitive science.

In 6 studies, the authors tested whether the effect of mood on self-control success depends on a person’s accessible goal. We propose that positive mood signals a person to adopt an accessible goal, whereas negative mood signals a person to reject an accessible goal; therefore, if a self-improvement goal is accessible, happy (vs. neutral or unhappy) people perform better on self-control tasks that further that goal. Conversely, if a mood management goal is accessible, happy people abstain from self-control tasks because the tasks are incompatible with this goal. This pattern receives consistent support across several self-control tasks, including donating to charity, demonstrating physical endurance, seeking negative feedback, and completing tests.

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Purpose—a cognitive process that defines life goals and provides personal meaning—may help explain disparate empirical social science findings. Devoting effort and making progress toward life goals provides a significant, renewable source of engagement and meaning. Purpose offers a testable, causal system that synthesizes outcomes including life expectancy, satisfaction, and mental and physical health. These outcomes may be explained best by considering the motivation of the individual—a motivation that comes from having a purpose. We provide a detailed definition with specific hypotheses derived from a synthesis of relevant findings from social, behavioral, biological, and cognitive literatures. To illustrate the uniqueness of the purpose model, we compared purpose with competing contemporary models that offer similar predictions. Addressing the structural features unique to purpose opens opportunities to build upon existing causal models of “how and why ” health and well-being develop and change over time. What do volunteer services, social support, pet care, and religious attendance have in common? Recent studies indicate that people participating in these activities live longer than those who do not. Volunteers had a 60 % lower mortality rate compared with

This paper extends the familiar multi-stage framework for choice by explicitly describing the role that goals play at each stage. We first present a typology of goals, ranging from content to process and from immediate to long-term illustrating it in the context of two examples-- Purchasing a New Car and Earthquake Retrofitting. We then delineate each stage of the choice process based on recent advances from the descriptive literature on the influence of the various goals. Finally, we draw the prescriptive implications as to how goals can inform what we know, or need to know, about the choice process. Key Words: goals, choice process, prescription. 2 In contrast to most formal theories of consumer choice, we propose a framework based on goals. Decision makers attempt to satisfy numerous goals of different types (e.g., consumption, emotion, learning, process, social), given a variety of constraints (e.g., financial, cognitive, affective, temporal). In our view a goal-based theory of choice offers a useful bridge between prescriptive and descriptive consumer decision making.

Two factors increase the motivation to adhere to a goal: goal commitment and lack of goal progress. When people ask about commitment, focusing on what they have accomplished (to date) signals to them high commitment and increases motivation. Conversely, when commitment is certain and people ask about goal progress, focusing on what they have yet to accomplish (to go) signals to them lack of progress and increases motivation. Accordingly, 4 studies show that emphasizing to-date information increases goal adherence when commitment is uncertain—that is, when participants study for a relatively unimportant exam, consume luxuries, fulfill a desire, and make first-time contributions to a charity. Conversely, emphasizing to-go information increases goal adherence when commitment is certain—that is, when participants study for an important exam, consume necessities, fulfill a need, and make repeated contributions to a charity.

Findings from 3 experiments suggest that participants who were actively engaged in goal pursuit, compared with those who were not pursuing the goal, automatically evaluated goal-relevant objects as relatively more positive than goal-irrelevant objects. In Experiment 3, participants ’ automatic evaluations also predicted their behavioral intentions toward goal-relevant objects. These results suggest the functional nature of automatic evaluation and are in harmony with the classic conceptualization of thinking and feeling as being in the service of “doing ” (e.g., S. T. Fiske, 1992; W. James, 1890; K. Lewin, 1926) as well as with more recent work on the cognitive mechanics of goal pursuit (e.g., G. B. Moskowitz,