Researchers have long given explicit, deliberate goals to participants so that they perform well in a given task and have found that the more specific and the more challenging (to a certain degree) a goal was, the more it could boost performance. A bit more recently, however, researchers exposed call-center employees to the picture of an athlete crossing the finishing line and observed increased job performance. This observation can be explained using the concept of primed goal pursuit. While primed and deliberate goal pursuit have many features in common, theories from the psychology of action predict some differences. Please contact lucas.keller [at] uni-konstanz.de if you are interested in writing your thesis in this project by systematically identifying moderators that lead to differences between primed and deliberate goal pursuit.