It is proposed that goals can be activated outside of awareness and then operate nonconsciously to guide self-regulation effectively (J. A. Bargh, 1990). Five experiments are reported in which the goal either to perform well or to cooperate was activated, without the awareness of participants, through a priming manipulation. In Experiment 1 priming of the goal to perform well caused participants to perform comparatively better on an intellectual task. In Experiment 2 priming of the goal to cooperate caused participants to replenish a commonly held resource more readily. Experiment 3 used a dissociation paradigm to rule out perceptual-construal alternative explanations. Experiments 4 and 5 demonstrated that action guided by nonconsciously activated goals manifests two classic content-free features of the pursuit of consciously held goals. Nonconsciously activated goals effectively guide action, enabling adaptation to ongoing situational demands.We must give up the insane illusion that a conscious self, however virtuous and however intelligent, can do its work singlehanded and without assistance. -Aldous Huxley, The Education of an AmphibianToday, most theories of goal pursuit emphasize conscious choice and guidance of behavior on a moment-to-moment basis (e.g

This research examined the hypothesis that the concept of power is mentally associated with different goals for individuals with a communal versus an exchange relationship orientation (M. S. Clark & J. Mills, 1979). It was predicted that communals associate power with social-responsibility goals, whereas exchangers link power with self-interest goals. Thus, when power is activated, distinct goals should be ignited for communals and exchangers. Power was primed unobtrusively using semantic cues in Study 1 and using naturally occurring, environmental cues in Studies 2 and 3. Across studies, power-primed communals responded in socially responsible ways, whereas power-primed exchangers acted more in line with their self-interests. These power-goal effects occurred nonconsciously. Overall, the data support taking a Person x Situation approach--one that allows for moderators such as relationship orientation--to understand power's positive and negative effects.

The radical nub of Byrne & Russon's argument is that passive priming effects can produce much of the evidence of higher-order cognition in nonhuman primates. In support of their position we review evidence of similar behavioral priming effects n humans. However, that evidence further suggests that even program-level imitative behavior can be produced through priming.

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