“…In both conscious as well as unconscious modes, the currently active goal directs selective attention to goal relevant features of the environment (Anderson & Pichert, 1978)—increasing attentional sensitivity to information relevant to the current need state, even to the point of causing normally subliminal strength stimuli to now become visible (Bruner, 1957; Ferguson, 2008; Xu et al, 2015, Study 1). The active goal changes evaluations and preferences (Huang & Bargh, 2014), and even implicit attitudes (see Melnikoff & Bailey, 2018; Melnikoff & Strohminger, 2020) if doing so would facilitate the current goal pursuit. The currently active goal also changes choices and decisions, including the assessment of risk, when pursued unconsciously (Ferguson, 2008; Ferguson & Bargh, 2004; Hill & Durante, 2011; Huang & Bargh, 2014) just as it does in conscious goal pursuit (Bargh et al, 2010; Gollwitzer, 1999; Kruglanski et al, 2002; Locke & Latham, 1990).…”