Abstract: According to the auto-motive model, goals are represented mentally, and as representations, should be capable of automatic activation by the environmental context。The present article reviews recent research on nonconscious goals, and the similarities between nonconscious goals and conscious goals. It focuses on research examining different ways in which goals may be automatically brought to mind in everyday settings and how such goal priming may affect individuals’ deliberate goal pursuits. Besides, although nonconscious goals and conscious goals are similar in their effects, they may have different mechanisms

Key words: goal, nonconscious, activation, conscious, emotion