Leading Us Unto Temptation? No Evidence for an Asymmetry in Automatic Associations Between Goals and Temptations

The asymmetry hypothesis of counteractive control theory suggests that—at least for successful self-regulators—exposure to temptations facilitates the accessibility of goal-related cognitive constructs, whereas exposure to goals inhibits the accessibility of temptation-related cognitive constructs. Using a lexical decision task, Fishbach et al., 2003 (Study 3) found that this asymmetry existed even at an automatic level of processing. In this attempted replication, 221 students completed a lexical decision task that included goal-related and temptation-related stimuli words preceded by either a goal-related prime, a temptation-related prime, or an irrelevant prime. Unlike the original study, we found only significant priming effects, where temptation-primes facilitated the recognition of goal-related words and goal-primes likewise facilitated the recognition of temptation-related words. We did not replicate the previously reported asymmetry. Additionally, we found no significant moderation of the hypothesized priming asymmetry by any of the traits of self-regulatory success, construal level, temptation strength, or self-control, again failing to replicate prior findings. The same priming patterns were found among participants who completed the study in-lab and those who completed the study online. This replication study suggests that the cognitive associations between goals and temptations are relatively symmetric and faciliatory, at least during the initial, automatic level of cognitive processing.