ABSTRACT
Evaluation is a classic example of cognition in service of motivation. This is true whether the object of evaluation is one’s self or perhaps some other object such as one’s car. Imagine that you are driving in your car. It is a beautiful day; you are singing along with the radio and thinking about how much you are enjoying the drive. If asked to describe your car you could list off its characteristics: the color, the model, how long you have owned it, how often you need to fill the tank, its occasional tendency to stall, and so on. At this moment, all you care about is that the seats are comfortable and the radio is loud. However, introduce a certain motive—for example, you suddenly realize that you are late for an important meeting—and your attitude toward your car can shift. Your attention will be drawn to the rough idling of the engine, which signals an impending stall. Upon noticing that the car is low on gas you might quietly curse the gas-guzzling engine that will force you to waste precious minutes at the pump. But then, introduce a different motive, and your evaluations might shift again. Perhaps you recall that you will be giving a ride later to the attractive new coworker you recently met. Now you might begin to obsess about the fading paint on the rather dented body, and feel slightly embarrassed that your car does not compare favorably with the new ones passing you by on the road.
