The Competing Goal Strikes Back: Volitional Fulfillment of Nonconscious Goals Enables Opposing Goals to Rebound

Robin Tanner, University of Wisconsin - Madison, USA
Juliano Laran, University of Miami, USA
Kate E. Min, Duke University, USA
Tanya Chartrand, Duke University, USA
We demonstrate that fulfilling a primed goal leads to the pursuit of an opposing goal. We also examine the role of volition in this phenomenon as it is unclear whether primed goals are fulfilled due to people’s decisions to pursue the goal or of any opportunity to engage in goal pursuit.
[ to cite ]:
Robin Tanner, Juliano Laran, Kate E. Min, and Tanya Chartrand (2011) ,"The Competing Goal Strikes Back: Volitional Fulfillment of Nonconscious Goals Enables Opposing Goals to Rebound", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 85-86.