Discusses how goals guide behavior. The authors argue that goals can be activated outside awareness and that such goals can affect and guide behavior. The auto-motive model is presented and accompanied by a set of experiments that address the similarity between consciously and nonconsciously activated goals. In many of the experiments, some participants are provided with a conscious goal. Other participants are given a task that primes the same goals, either a memory goal or an impression goal, but does so without the participant's awareness. Unaware participants appear to make the same goal-relevant response as do participants who are aware of the goal. Results show that goals activated outside of awareness produced much the same effects as consciously activated goals.(PsycINFO Database Record (c) 2019 APA, all rights reserved)