Positive Affect as Implicit Motivator: On the Nonconscious Operation of Behavioral Goals.

Abstract

Recent research has revealed that nonconscious activation of desired behavioral states-or behavioral goals-promotes motivational activity to accomplish these states. Six studies demonstrate that this nonconscious operation of behavioral goals emerges if mental representations of specific behavioral states are associated with positive affect. In an evaluative-conditioning paradigm, unobtrusive linking of behavioral states to positive, as compared with neutral or negative, affect increased participants' wanting to accomplish these states. Furthermore, participants worked harder on tasks that were instrumental in attaining behavioral states when these states were implicitly linked to positive affect, thereby mimicking the effects on motivational behavior of preexisting individual wanting and explicit goal instructions to attain the states. Together, these results suggest that positive affect plays a key role in nonconscious goal pursuit. Implications for behavior-priming research are discussed.

The benefits of simply observing: Mindful attention modulates the link between motivation and behavior.

“…This task has been shown to reflect impulsive food choices, and to be sensitive to individual differences (Custers & Aarts, 2005;Finlayson, King, & Blundell, 2007;Ouwehand & Papies, 2010). We included both healthy and unhealthy foods, so that we could assess whether participants' preferences and choices shifted toward healthier options after applying mindful attention.…”

When approach motivation and behavioral inhibition collide: Behavior regulation through stimulus devaluation

“…For instance, participants are more likely to be motivated to pursue a behavior when that behavior is linked to positive affect (Custers & Aarts, 2005). Furthermore, it is easier to physically approach something positive and avoid something negative than vice versa (Chen & Bargh, 1999;Solarz, 1960).…”

Reduce temptation or resist it? Experienced temptation mediates the relationship between implicit evaluations of unhealthy snack foods and subsequent intake

“…While the mental activation of a goal concept leads individuals to prepare the execution of goal-consistent behaviour and has been shown to correlate with lower experienced temptation to engage in goal-inconsistent behaviour (Haynes et al, 2014), the attached positive valence of the goal is responsible for turning that preparation into motivation, and subsequent action toward that goal (Custers & Aarts, 2005a, 2005b. Therefore, individuals will be motivated to enact goalconsistent behaviour to the extent that the goal is associated with positive affect (Custers & Aarts, 2005a;Ferguson, 2007).…”

“…This link between positive goal valence and goal-consistent behaviour has been demonstrated in both experimental and correlational studies. For example, Custers and Aarts (2005b) manipulated the pairing of a goal of 'puzzle solving' with either positive or negative affect in an evaluative conditioning task. Participants for whom the goal was associated with positive affect expended more effort on a task that was instrumental to achieving the goal (Custers & Aarts, 2005b).…”

“…For example, Custers and Aarts (2005b) manipulated the pairing of a goal of 'puzzle solving' with either positive or negative affect in an evaluative conditioning task. Participants for whom the goal was associated with positive affect expended more effort on a task that was instrumental to achieving the goal (Custers & Aarts, 2005b). Similarly, a study measuring the evaluation of a pre-existing goal found a correlation between a more positive implicit evaluation of the goal and motivated behaviour toward that goal (Custers & Aarts, 2007).…”