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Repeated attempts have been made in the past 35 years to obtain self-report measures of motives originally identified in associative thought. Measures of the same motive obtained in these two ways seldom correlate significantly with each other and relate to different classes of behavior. Recent evidence is summarized showing that implicit motives, derived from stories written to pictures, combine generally with activity incentives to affect behavior, whereas self-attributed motives, derived from self-reports, combine generally with social incentives to affect behavior. Hence, implicit motives generally sustain spontaneous behavioral trends over time because of the pleasure derived from the activity itself, whereas the self-attributed motives predict immediate responses to structured situations because of the social incentives present in structuring the situation. Implicit motives represent a more primitive motivational system …