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The conscious roots of selfless, unconscious goals

  • Gordon B. Moskowitz (a1) and Emily Balcetis (a2)

Abstract

We counter Huang & Bargh's (H&B's) metaphoric description of the unconscious, selfish goal on three points. First, we argue, unconscious goals are rooted in conscious choices related to well-being. Second, unconscious goal pursuit occurs through early-stage orienting mechanisms that promote individuals' well-being. Third, unconscious goals work selflessly, resulting in their own demise.

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The conscious roots of selfless, unconscious goals

  • Gordon B. Moskowitz (a1) and Emily Balcetis (a2)

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