The article presents research on nonconscious goal activation and its role in guiding behavior. Five experiments demonstrate that goals to perform well or to cooperate can be activated without awareness, leading to effective behavior. In Experiment 1, participants primed with a performance goal found more words in a word-search puzzle than those in a neutral condition. Experiment 2 showed that participants primed with a cooperation goal replenished a fish stock more readily than those without such a goal. Experiment 3 used a dissociation paradigm to rule out alternative explanations, such as perceptual construal or behavioral priming. Experiments 4 and 5 demonstrated that nonconsciously activated goals exhibit classic features of conscious goal pursuit, such as persistence and resumption after disruption. The findings suggest that goals can be activated without conscious effort, guiding behavior effectively. The research challenges the traditional view that goal pursuit requires conscious choice, showing that nonconscious activation can lead to adaptive behavior. The study highlights the importance of nonconscious processes in human functioning and the potential for automatic goal pursuit in various contexts.The article presents research on nonconscious goal activation and its role in guiding behavior. Five experiments demonstrate that goals to perform well or to cooperate can be activated without awareness, leading to effective behavior. In Experiment 1, participants primed with a performance goal found more words in a word-search puzzle than those in a neutral condition. Experiment 2 showed that participants primed with a cooperation goal replenished a fish stock more readily than those without such a goal. Experiment 3 used a dissociation paradigm to rule out alternative explanations, such as perceptual construal or behavioral priming. Experiments 4 and 5 demonstrated that nonconsciously activated goals exhibit classic features of conscious goal pursuit, such as persistence and resumption after disruption. The findings suggest that goals can be activated without conscious effort, guiding behavior effectively. The research challenges the traditional view that goal pursuit requires conscious choice, showing that nonconscious activation can lead to adaptive behavior. The study highlights the importance of nonconscious processes in human functioning and the potential for automatic goal pursuit in various contexts.