Those who feel better able to express their “true selves” in Internet rather than face‐to‐face interaction settings are more likely to form close relationships with people met on the Internet (McKenna, Green, & Gleason, this issue). Building on these correlational findings from survey data, we conducted three laboratory experiments to directly test the hypothesized causal role of differential self‐expression in Internet relationship formation. Experiments 1 and 2, using a reaction time task, found that for university undergraduates, the true‐self concept is more accessible in memory during Internet interactions, and the actual self more accessible during face‐to‐face interactions. Experiment 3 confirmed that people randomly assigned to interact over the Internet (vs. face to face) were better able to express their true‐self qualities to their partners.

The mere psychological presence of relationship partners was hypothesized to trigger interpersonal goals that are then pursued nonconsciously. Qualitative data suggested that people tend to pursue different interpersonal goals within different types of relationships (e.g., mother, best friend, coworker). In several studies, priming participants' relationship representations produced goal-directed behavior (achievement, helping, understanding) in line with the previously assessed goal content of those representations. These findings support the hypothesis that interpersonal goals are component features of relationship representations and that mere activation of those representations, even in the partner's physical absence, causes the goals to become active and to guide behavior nonconsciously within the current situation.

Transactive goal dynamics (TGD) theory conceptualizes 2 or more interdependent people as 1 single self-regulating system. Six tenets describe the nature of goal interdependence, predict its emergence, predict when it will lead to positive goal outcomes during and after the relationship, and predict the consequences for the relationship. Both partners in a TGD system possess and pursue self-oriented, partner-oriented, and system-oriented goals, and all of these goals and pursuits are interdependent. TGD theory states that relationship partners' goals, pursuit, and outcomes affect each other in a dense network of goal interdependence, ultimately becoming so tightly linked that the 2 partners are most accurately conceptualized as components within a single self-regulating system.

Findings from 6 experiments support the hypothesis that relationship evaluations and behavioral tendencies are goal dependent, reflecting the instrumentality of significant others for the self's progress toward currently active goals. Experiments 1 and 3 found that active goals can automatically bring to mind significant others who are instrumental for the activated goal, heightening their accessibility relative to noninstrumental others. Experiments 2-5 found that active goals cause individuals to evaluate instrumental others more positively, draw closer to them, and approach them more readily, compared with noninstrumental others. Experiment 6 found that people who engage in goal-dependent interpersonal evaluations are more successful, receiving higher grades. Implications for understanding the social nature of self-regulation and the impact of personal goals on interpersonal relationships are discussed.

This article first examines whether brand exposure elicits automatic behavioral effects as does exposure to social primes. Results support the translation of these effects: participants primed with Apple logos behave more creatively than IBM primed and controls; Disney-primed participants behave more honestly than E!primed participants and controls. Second, this article investigates the hypothesis that exposure to goal-relevant brands (i.e., those that represent a positively valenced characteristic) elicits behavior that is goal directed in nature. Three experiments demonstrate that the primed behavior showed typical goal-directed qualities, including increased performance postdelay, decreased performance postprogress, and moderation by motivation.

Five studies support the hypothesis that beliefs in societal fairness offer a self-regulatory benefit for members of socially disadvantaged groups. Specifically, members of disadvantaged groups are more likely than members of advantaged groups to calibrate their pursuit of long-term goals to their beliefs about societal fairness. In Study 1, low socioeconomic status (SES) undergraduate students who believed more strongly in societal fairness showed greater intentions to persist in the face of poor performance on a midterm examination. In Study 2, low SES participants who believed more strongly in fairness reported more willingness to invest time and effort to achieve desirable career outcomes. In Study 3, ethnic minority participants exposed to a manipulation suggesting that fairness conditions in their country were improving reported more willingness to invest resources in pursuit of long-term goals, relative to ethnic minority participants in a control condition. Study 4 replicated Study 3 using an implicit priming procedure, demonstrating that perceptions of the personal relevance of societal fairness mediate these effects. Across these 4 studies, no link between fairness beliefs and self-regulation emerged for members of advantaged (high SES, ethnic majority) groups. Study 5 contributed evidence from the World Values Survey and a representative sample (Inglehart, Basañez, Diez-Medrano, Halman, & Luijkx, 2004). Respondents reported more motivation to work hard to the extent that they believed that rewards were distributed fairly; this effect emerged more strongly for members of lower SES groups than for members of higher SES groups, as indicated by both self-identified social class and ethnicity.

The authors also thank the associate editor and the two anonymous JMR reviewers for their constructive feedback. Chris Janiszewski served as associate editor for this article.

In this article, we examine how the shifting motivational priority of personal goals affects relationship closeness. We hypothesize that people will draw closer to significant others who are instrumental (vs. noninstrumental) for a goal that has not been progressing well-a goal that is thus high in motivational priority. Once the goal has progressed successfully, we predict that people will cease to draw closer to instrumental others. Five studies support these predictions by showing that the impact of goal progress on reduced preference for instrumental others (Experiment 1) depends on the framing of progress as partial attainment (vs. greater commitment, Experiment 2) and the intention to balance across goals (vs. focus on one goal; Experiments 3-4). We find that moving away from instrumental others post progress is functional, in that it allows for drawing closer to those who are instrumental for alternative goals (Experiment 5).