Tag, you're it: affect tagging promotes goal formation and selection

Abstract

Building upon Huang & Bargh's (H&B's) theory, we propose a complementary view that goal formation and selection are both supported by affect. We suggest that goals may form when affect "tags" discrete behaviors and their outcomes. Further, we propose that goal-associated affect may help guide selection between competing goals, for example, in the case of short-term and long-term goals.