Title: The Effect of Unconscious Achievement Goals on Risk-Preference
Abstract: It has been found that goals can be activated without awareness,and the goal pursuit also can operate beyond conscious awareness.However,the mechanism of this uncouscious goal-directed behavior is still unclear.The present study explored whether unconscious goals can influence risk-preference.Subjects were primed with a goal either to pursue success or to avoid failure,and then their risk-preference was measured.The results revealed a significant effect of unconscious goals on risk- preference.In the gain situation,the subjects who were primed to pursue success showed more risk-seeking than those who were primed to avoid failure;however in the loss situation,there was no significant difference between these two groups.These results implied that risk-preference plays an important intermediary role in the automatic goal-directd behavior.
Publication Year: 2011
Publication Date: 2011-01-01
Language: en
Type: article
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