Counteractive evaluation: Asymmetric shifts in the implicit value of conflicting motivations

Four studies investigate asymmetric shifts in the implicit value of goal and temptation that pose a self-control dilemma. We find that accessible goals reduce the implicit positive valence of tempting alternatives, whereas accessible temptations increase the implicit positive valence of goal alternatives. We observe these asymmetric shifts across two self-regulatory domains: healthful food consumption (vs. indulgence) and the pursuit of academic excellence (vs. leisure). These findings suggest that two conflicting motivations can exert opposite influence on each other’s implicit evaluation.