Four studies using general attribute goals or spesific task goals revealed that attainment means cognitively activate the goals they are perceived to serve. A range of means replicated this effect including goal-directed activities, spesific behavioral strategies, or opportunities, assumed to afford effective goal pursuit. The increased accessibility of a currently pursued goal due to "bottom - up" priming by its attainment means improved task persistence and performance, whereas a similarly increased accessibility of a competing goal impeded task persistence and performance.