Goal Contagion: Perceiving Is for Pursuing.

Abstract

Six studies examined the goal contagion hypothesis, which claims that individuals may automatically adopt and pursue a goal that is implied by another person's behavior. Participants were briefly exposed to behavioral information implying a specific goal and were then given the opportunity to act on the goal in a different way and context. Studies 1-3 established the goal contagion phenomenon by showing that the behavioral consequences of goal contagion possess features of goal directedness: (a) They are affected by goal strength, (b) they have the quality of goal appropriateness, and (c) they are characterized by persistence. Studies 4 -6 show that people do not automatically adopt goals when the observed goal pursuit is conducted in an unacceptable manner, because the goal will then be perceived as unattractive. The results are discussed in the context of recent research on automatic goal pursuits.

Vicarious goal satiation

“…Goal contagion processes seem to extend even to post-completion inhibition effects, attesting to the strength of goal contagion phenomena (Aarts et al, 2004). …”

“…In one program of research, significant others (friends, family members, and romantic partners) have been shown to trigger goals by acting as primes (Fitzsimons & Bargh, 2003; Shah, 2003). In work on goal contagion , exposure to an actor performing a goal renders the goal more likely to be “caught” by the observer (Aarts, Gollwitzer, & Hassin, 2004). In a recent line of work, the self-control efforts of others were shown to vicariously fatigue observers (Ackerman, Goldstein, Shapiro, & Bargh, 2009).…”

Toward a unified model of motivation for training transfer: a phase perspective

“…When adopting a phase perspective on transfer, it thus seems reasonable to include implementation intentions into the theoretical framework as a specific part of the postdecisional phase. These transfer implementation intentions highlight the role of a conscious choice to adopt goals, and the role of a conscious direction or guidance in achieving the desired objectives (Aarts, Gollwitzer, & Hassin, 2004). According to Gollwitzer and Sheeran (2006), implementation intentions are a highly effective self-regulation strategy that not only helps overcome situational constraints, but also helps deal with goals that are conflicting with the set goal or with impairments that can emerge during the process of goal attainment.…”

Taking a closer look: On the operation of nonconscious impression formation

“…Empirical work over the last five years suggests that even goal-pursuit can be characterized as proceeding automatically (e.g., Aarts, Gollwitzer, & Hassin, 2004;Fitzsimons & Bargh;, Shah & Kruglanski, 2002a, 2002b. Evidence for nonconscious goal pursuit comes from paradigms in which participants are surreptitiously presented with stimuli that are strongly related to a goal such as achievement or cooperation (e.g., Bargh, Gollwitzer, Lee-Chai, Barndollar, & Trotschel, 2001; Address for correspondence: Kathleen C. Mc Culloch, Department of Psychology, University of Florida, Gainesville, Florida, 32611.…”

“…After perceiving such stimuli, participants act in line with the primed goal construct, and report no awareness or intention of doing so. Furthermore, the participants in these studies show classic signs of motivational behavior, including persistence, resumption after an interruption, and increased pursuit following a delay (e.g., Aarts et al, 2004;Atkinson & Birch, 1970;Bargh et al, 2001; Forster & Liberman, in press). …”