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The purpose of this study was to examine whether the effect of the Big Five factor of conscientiousness on task performance was mediated by performance expectancy, performance valence, and goal choice. There were 117 business students who completed 6 subscales of the Personality Research Form (DN Jackson, 1987), responded to several self-report measures, and performed a simple arithmetic task. A cognitive process model was tested and supported through LISREL analyses. The effect of conscientiousness on task performance was mediated by performance expectancy and goal choice. Robust effects for performance valence were not observed in this situation. Theoretical and practical implications were discussed.