Our research on affect, motivation and regulation analyses the question how people’s goal pursuit is motivated and guided in the absence of conscious will. For example we have established that the perception of other people’s actions, members of socially stereotyped groups, odors and food cues set on motivated cognitive and behavioral processes nonconsciously for a variety of social goals, such as making money, seeking casual sex, and socializing. We also examine the notion that goal pursuit is supported by nonconsciously cognitive processes following principles of executive control or self-regulation. We recently started to explore affective-motivational processes of nonconscious goal-pursuit in general, and restraint-eating in particular by using subliminal priming techniques. Finally, we aim to understand how no-go cues and response inhibition put a hold on motivated behavior and what happens when positive and negative features of goals collide.