Affect in the Aftermath: How Goal Pursuit Influences Implicit Evaluations

Posted: 29 Mar 2019

See all articles by Sarah Moore

Sarah Moore

University of Alberta - Department of Marketing, Business Economics & Law

Melissa Ferguson

Cornell University

Tanya L. Chartrand

Duke University - Fuqua School of Business

Date Written: 2010

Abstract

Previous research has shown that the activation of a goal leads to more implicit positivity toward goal-relevant stimuli. We examined how the actual pursuit of a goal influences subsequent implicit positivity toward such stimuli. Participants were consciously or non-consciously primed with a goal, or not, and then completed a goal-relevant task on which they succeeded or failed. We then measured their goal-relevant implicit attitudes. Those who were primed with the goal (consciously or non-consciously) and experienced success exhibited more implicit positivity toward the goal, compared with the no-goal condition. Experiencing failure in the goal priming conditions reduced implicit positivity toward the goal, indicating disengagement from the goal. We discuss the theoretical implications for understanding the role of implicit attitudes in self-regulation.

Suggested Citation

Moore, Sarah and Ferguson, Melissa and Chartrand, Tanya L., Affect in the Aftermath: How Goal Pursuit Influences Implicit Evaluations (2010). Cognition and Emotion 2011 Apr;25(3):453-65; University of Alberta School of Business Research Paper No. 2013-798. Available at SSRN: https://ssrn.com/abstract=2280712

Sarah Moore (Contact Author)

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

Melissa Ferguson

Cornell University ( email )

Ithaca, NY 14853
United States

Tanya L. Chartrand

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States

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