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.