Achievement goal theory is one of the most popular theories of achievement motivation. Techniques researchers have used to assess goals include standardized questionnaires and interviews. One curious finding is that participants whose self-report questionnaire responses strongly indicate they operate with a performance goal do not make performance goal responses in subsequent interviews. In this article, we consider the nature of this divergence using a mixed methods approach and discuss how a third technique, the Implicit Association Test, might help address divergent goal responses. More broadly, we suggest that implicit measures may offer an additional and/or alternative technique for assessing the prevalence of psychological constructs thought to be underpinned by processes involving social cognition.