A Content Analysis Approach to Measuring Subconscious Motives

Ronald F. PiccoloRollins College

Gary P. LathamUniversity of Toronto

Psychosocial Processes

i we posemo negemo work achieve leisure money0

2

4

6

8

10

12

14

16

Language as a Window into Human Nature

Norm Control Race Headset

Achievement 1.37 (.84) 1.72 (1.65) 4.58 (2.71) 3.04 (2.36)

Positive Emotion 2.74 (1.27) 2.77 (2.52) 3.69 (2.23) 4.43 (2.51)

Negative Emotion 1.63 (.91) 2.16 (1.60) 1.82 (1.66) 1.41 (1.56)

Work 2.00 (1.40) 2.01 (2.74) 1.89 (1.57) 5.79 (3.66)

n 720,000+ 54 56 67

Achievement Positive Emotion Negative Emotion Work0

1

2

3

4

5

6

1.37

2.74

1.632.00

1.72

2.77

2.16 2.01

4.58

3.69

1.82 1.89

3.04

4.43

1.41

5.79

Norm Control Race Headset

Story 1

Achievement Work0

1

2

3

4

1.37

2.002.08 1.73

3.45

1.852.03

2.34

Norm Control Race Headset

Story 2

External Validity

Ach--Positive Emotion Ach--Performance Orientation

-.15

.00

.15

.30 0.27

-0.12

0.27

0.21

0.27

0.04

Control Race Headset

Achievement Achievement

Thank You