Living on the Edge: Shifting Between Nonconscious and Conscious Goal Pursuit

Abstract

Abstract This chapter discusses recent research exploring how shifts between conscious, controlled processing and automaticity affect goal pursuit. It begins by reviewing past approaches to nonconscious goal pursuit, including the search for both similarities between conscious and nonconscious goal pursuit and differences between the two. It then addresses the consequences of shifting between conscious and nonconscious goal striving, and the question of whether people can strategically shift from effortful, controlled goal striving to automaticity through forming implementation intentions.

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