Guided by the regulatory focus theory (Higgins, 1997), this study examined the effects of goal framing on the subjective feeling of affect and the automatic processing of affective information. After the manipulation of goal framing (promotion focus vs. prevention focus), 32 participants were asked to indicate their affective state and to engage in a modified Stroop task. Results indicated that goal framing did not influence subjective feeling but influenced the speed of color naming in the Stroop task; participants in the prevention condition responded more slowly toward loss-related words (quiescence and agitation) than gain-related words (cheerfulness and dejection), whereas participants in the promotion condition responded toward gain-related words as slowly as toward loss-related words. These results suggest that goal framing heightens the activation of particular affective representations and the activations influence performance on a Stroop task automatically. The effects of automatic processing of affective information on subjective feeling and the process of self-regulation are discussed.