An exploratory field experiment of the effect of non-conscious and conscious goals on employee performance

Abstract

This dissertation examined the effect of both non-conscious and conscious goals on employee performance. The effect of non-conscious goals was first pilot tested in a field setting. People on their way to work who were shown a photo of a woman winning a race generated significantly more uses for a coat hanger within a 2-minute time period than people who were shown no photo. A subsequent 2 (non-conscious vs. no non-conscious) X 2 (conscious goal vs. do your best) factorial design involving call center employees revealed a main effect for a non-conscious goal primed by the photo used in the pilot study, as well as a main effect for a specific high conscious goal for the amount of money to be solicited from donors.