Seven Principles of Goal Activation: A Systematic Approach to Distinguishing Goal Priming From Priming of Non-Goal Constructs

Abstract

Countless studies have recently purported to demonstrate effects of goal priming; however, it is difficult to muster unambiguous support for the claims of these studies because of the lack of clear criteria for determining whether goals, as opposed to alternative varieties of mental representations, have indeed been activated. Therefore, the authors offer theoretical guidelines that may help distinguish between semantic, procedural, and goal priming. Seven principles that are hallmarks of self-regulatory processes are proposed: Goal-priming effects (a) involve value, (b) involve postattainment decrements in motivation, (c) involve gradients as a function of distance to the goal, (d) are proportional to the product of expectancy and value, (e) involve inhibition of conflicting goals, (f) involve self-control, and (g) are moderated by equifinality and multifinality. How these principles might help distinguish between automatic activation of goals and priming effects that do not involve goals is discussed.