Unraveling Priming: When Does the Same Prime Activate a Goal versus a Trait?

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Content and process priming: A review ☆ (2014, unknown): “Goals also show a reduction in activation subsequent to goal consistent behavior, whereas semantic content shows an increase in activation subsequent to prime consistent behavior (Sela & Shiv, 2009).”
The Compensatory Consumer Behavior Model: How self-discrepancies drive consumer behavior (2017, unknown): “Self-discrepancies produce affective, physiological, and cognitive consequences that may give rise to the motivation to engage in consumer behavior to alleviate the self-discrepancy (Carver & Scheier, 1990; Custers & Aarts, 2007; Sela & Shiv, 2009; see Fig.”
The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity (2011, background): “…activated and that the activation of a particular aspect makes it more likely that one’s subsequent responses are congruent with that aspect (Berger and Heath 2007; DeMaree, Wheeler, and Petty 2005; Forehand, Reed, and Deshpandé 2002; Reed 2004; Sela and Shiv 2009; Wheeler and Petty 2001).”
Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment (2016, background): “When the situational cue is consistent with a person’s self-concept, semantic constructs are more likely to come to the fore (Sela and Shiv, 2009).”