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Although commonly used as predictors of academic achievement, achievement goals have an unexplained oddity—a moderate, positive association among performance goals. Two studies used crowd-sourced samples to explore this unexplained positive correlation. Study 1 measured whether respondents recognized approaching norm-based success and avoiding norm-based failure as being distinct. Nearly half (42%) of the study population viewed approaching norm-based success as being the same as avoiding norm-based failure. Additionally, these lay beliefs predicted the strength of the correlation between self-reported performance-approach (PAP) and performance-avoidance (PAV) goal adoption. Study 2 manipulated these beliefs to replicate and extend the findings from Study 1, ensuring beliefs were responsible for changes in the strength of the correlation between PAP-PAV self-reported goals.