Commonsense and theorizing about action control agree in assuming that human behavior is (mainly) driven by goals, but no mechanistic theory of what goals are, where they come from, and how they... Show moreCommonsense and theorizing about action control agree in assuming that human behavior is (mainly) driven by goals, but no mechanistic theory of what goals are, where they come from, and how they impact action selection is available. Here I develop such a theory that is based on the assumption that GOALs guide Intentional Actions THrough criteria (GOALIATH). The theory is intended to be minimalist and parsimonious with respect to its assumptions, as transparent and mechanistic as possible, and it is based on representational assumptions provided by the Theory of Event Coding (TEC). It holds that goal-directed behavior is guided by selection criteria that activate and create competition between event files that contain action-effect codes matching one or more of the criteria-a competition that eventually settles into a solution favoring the best-matching event file. The criteria are associated with various sources, including biological drives, acquired needs (e.g., of achievement, power, or affiliation), and short-term, sometimes arbitrary, instructed aims. Action selection is, thus, a compromise that tries to satisfy various criteria related to different driving forces, which are also likely to vary in strength over time. Hence, what looks like goal-directed action emerges from, and represents an attempt to satisfy multiple constraints with different origins, purposes, operational characteristics, and timescales-which among other things does not guarantee a high degree of coherence or rationality of the eventual outcome. GOALIATH calls for a radical break with conventional theorizing about the control of goal-directed behavior, as it among other things questions existing cognitive-control theories and dual-route models of action control. Show less
Attitudes (or opinions, preferences, biases, stereotypes) can be considered bindings of the perceptual features of the attitudes' object to affective codes with positive or negative connotations,... Show moreAttitudes (or opinions, preferences, biases, stereotypes) can be considered bindings of the perceptual features of the attitudes' object to affective codes with positive or negative connotations, which effectively renders them "event files" in terms of the Theory of Event Coding. We tested a particularly interesting implication of this theoretical account: that affective codes might "migrate" from one event file to another (i.e., effectively function as a component of one while actually being part of another), if the two files overlap in terms of other features. We tested this feature-migration hypothesis by having participants categorize pictures of fictitious outer space characters as members of two fictitious races by pressing a left or right key, and to categorize positive and negative pictures of the International Affective Picture System (IAPS) as positive and negative by using the same two keys. When the outer space characters were later rated for likability, members of the race that was categorized by means of the same key as positive IAPS pictures were liked significantly more than members of the race that was categorized with the same key as negative IAPS pictures - suggesting that affective feature codes from the event files for the IAPS pictures effectively acted as an ingredient of event files for the outer space characters that shared the same key. These findings were fully replicated in a second experiment in which the two races were replaced by two unfamiliar fonts. These outcomes are consistent with the claim that attitudes, opinions, and preferences are represented in terms of event files and created by feature binding. Show less