We now consider a study1 that aims to quantify and compare the effects of conscious and non-conscious goals in a workplace. In the study, which uses a balanced and completely randomized factorial design, 96 workers in a call center were tasked with making phone calls to solicit donations for a university. At the beginnning of the shift, employees were given an information packet containing the same written information about the university. However, to investigate unconscious motivation arising from priming, one third of employees received packets containing a clearly printed color photo of a woman winning a race on the backdrop of the page, another third of employees instead received packets with a collage of achievement-related photos printed near the top of the page, and the final third received packets printed with no accompanying images (an example page from the first type of packet is shown at the end of this document). In addition, to investigate conscious goal-setting, half of employees were given a specific goal of $1200 to raise during their shift, while the other half were simply urged to do their best to raise as much money as possible. At the end of the three-hour shift, the number of