The conscious roots of selfless, unconscious goals

Gordon B. Moskowitz, Emily Balcetis

Research output: Contribution to journalReview articlepeer-review


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.

Original languageEnglish (US)
Pages (from-to)151
Number of pages1
JournalBehavioral and Brain Sciences
Issue number2
StatePublished - Apr 2014

ASJC Scopus subject areas

  • Neuropsychology and Physiological Psychology
  • Physiology
  • Behavioral Neuroscience

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