Researchers agree that goal-setting is an effective strategy for improving employee performance. However, it may be surprising to learn that goal-setting research is moving outside of the boundaries of human consciousness. That’s right, a new line of research has recently emerged on what is known as subconscious goal-setting. Remember the stories of movie theaters mixing frames of popcorn in their preview clips to get the audience to visit the concession stand? Subconscious goal setting works a bit like that. Although it may sound a little ‘out there,’ support is building for its effectiveness in the workplace.
THE RESEARCH STUDY
In a recent review of subconscious goal setting, researchers (Latham et al., 2010) discuss the history of research on the human subconscious, which exists outside of an employee’s conscious awareness (Freud may come to mind). They also discuss reasons why management researchers have largely neglected this phenomenon and they include recent research on subconscious goal setting in work contexts.
The researchers conclude that subconscious goals can lead to improved performance in work settings. Additionally, unlike conscious goals (e.g., “My goal is to…”), subconscious goals do not use up employees’ mental resources. And we all know how quickly our mental resources can be drained at work. But best of all, subconscious goal setting is easy. Managers can prime subconscious goals by simply inserting strategic words into training manuals (e.g., “customer focus.” “generate sales”) or distributing achievement-related posters or mouse pads (e.g., depicting a person winning a race) throughout the workplace. Amazingly, these things can impact employee performance at work.
THE BOTTOM LINE
This research study demonstrates that employers can make use of the human subconscious to potentially improve job performance. Still, this may seem just a little bit scary to some. While subconscious goal setting is certainly intriguing, it does pose a serious ethical dilemma, which the authors indeed acknowledge.
Latham, G.P., Stajkovic, A.D., & Locke, E.A. (2010). The relevance and viability of subconscious goals in the workplace. Journal of Management, 36, 234-255.
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