Contrary to Hoerl & McCormack (H&M), we argue that the best account of temporal cognition in humans is one in which a single system becomes capable of representing time. We suggest that H&M's own evidence for dual systems of temporal cognition – simultaneous contradictory beliefs – does not recommend dual systems, and that the single system approach is more plausible.

Consistent with neural reuse theory, empirical tests of the related “scaffolding” principle of abstract concept development show that higher-level concepts “reuse” and are built upon fundamental motives such as survival, safety, and consumption. This produces mutual influence between the two levels, with far-ranging impacts from consumer behavior to political attitudes.

In our response, we address commentators' feedback regarding the contributions and limitations of the Selfish Goal model. We first clarify potential misunderstandings regarding the model's contributions and the role of consciousness. Second, we situate evaluations of the selfish metaphor within the similarities and differences inherent to the goal-gene comparison. We then respond to commentators' insights regarding future directions and implications of our model, particularly with respect to the broader organizational systems in which goals may operate. Finally, we reiterate important considerations for goal research moving forward.

We propose the Selfish Goal model, which holds that a person's behavior is driven by psychological processes called goals that guide his or her behavior, at times in contradictory directions. Goals can operate both consciously and unconsciously, and when activated they can trigger downstream effects on a person's information processing and behavioral possibilities that promote only the attainment of goal end-states (and not necessarily the overall interests of the individual). Hence, goals influence a person as if the goals themselves were selfish and interested only in their own completion. We argue that there is an evolutionary basis to believe that conscious goals evolved from unconscious and selfish forms of pursuit. This theoretical framework predicts the existence of unconscious goal processes capable of guiding behavior in the absence of conscious awareness and control (the automaticity principle), the ability of the most motivating or active goal to constrain a person's information processing and behavior toward successful completion of that goal (the reconfiguration principle), structural similarities between conscious and unconscious goal pursuit (the similarity principle), and goal influences that produce apparent inconsistencies or counterintuitive behaviors in a person's behavior extended over time (the inconsistency principle). Thus, we argue that a person's behaviors are indirectly selected at the goal level but expressed (and comprehended) at the individual level.

Self-deception may be a natural consequence of active goal operation instead of an adaptation for negotiating the social world. We argue that because autonomous goal programs likely drove human judgment and behavior prior to evolution of a central executive or “self,” these goal programs can operate independently to attain their desired end states and thereby produce outcomes that “deceive” the individual.

Mere physical experiences of warmth, distance, hardness, and roughness are found to activate the more abstract psychological concepts that are analogically related to them, such as interpersonal warmth and emotional distance, thereby influencing social judgments and interpersonal behavior without the individual's awareness. These findings further support the principle of neural reuse in the development and operation of higher mental processes.

Perhaps the time has come to re-examine the basic notions of cognitive science. Together with previous challenges against associationism, the target article should be viewed as a call to arms to re-evaluate the empirical basis for contemporary conceptualizations of human learning and the notion of “mental representation,” a concept that has become too imprecise for describing the elements of cognition.

To further illuminate the nature of conscious states, it may be progressive to integrate Merker's important contribution with what is known regarding (a) the temporal relation between conscious states and activation of the mesodiencephalic system; (b) the nature of the information (e.g., perceptual vs. premotor) involved in conscious integration; and (c) the neural correlates of olfactory consciousness.

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.