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| The force that moves people toward desired outcomes. |
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| A desired outcome; something one wishes to achieve or accomplish. |
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| A high-level goal fundamental to social survival. These are goals with a broad scope, such as the desire to gain status, protect family members, etc. |
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| The process of consciously focusing on aspects of our environment or ourselves. What we pay attention to is greatly influenced by our goals. |
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| The ability of a behavior or cognitive process to operate without conscious guidance once it's put into motion. Ie: not thinking about driving while driving. |
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| The self-control strength used to overcome counterproductive impulses to achieve difficult goals. Willpower is finite. |
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| A mental representation of a specific episode, event, or individual. Ie: Ghandi, MLK etc. |
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| A mental representation capturing the general characteristics of a particular class of episodes, events, or individuals. Ie: that great leaders want the best for their people. |
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| The process of activating knowledge or goals, of making them ready, or accessible, for use |
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| The state of knowledge being easily activated, or primed for use. The information is easy to bring to the forefront of thought with very little effort. |
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| Favorable or unfavorable evaluations of particular people, objects, events or ideas. |
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