Self-symbols as implicit motivators

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.