- Self-symbols as implicit motivators
- Social Cognition
- Volume | Issue number
- 27 | 4
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
The present research explored the nonconscious motivational influence of self-symbols. In line with recent findings on the motivational influence of positive affect, we hypothesized that positive affect associated with self-symbols may boost motivation. In Study 1 people drank more of a beverage when the brand name contained name letters. Study 2 emphasized central aspects of motivation, and tested the role of implicit self-esteem. High self-esteem people persisted longer and performed better on a name letter task than low self-esteem people. Study 3 further confirmed these results, testing persistence on an unsolvable puzzle. These findings are explained by the association of self-symbols with positive affect for high self-esteem people. Implications are discussed for the role of self in motivation.
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