Although goals often drive action understanding, this ability is also prone to important variability among individuals, which may have its origin in individual social characteristics. The present study aimed at evaluating the relationship between the tendency to prioritize goal information over grip information during early visual processing of action and several social dimensions. Visual processing of grip and goal information during action recognition was evaluated in sixty-four participants using the priming protocol developed by Decroix and Kalénine (2018). Object-directed action photographs were primed by photographs sharing the same goal and/or the same grip. The effects of goal and grip priming on action recognition were evaluated for different prime durations. The same participants further fulfilled questionnaires characterizing the way individuals deal with their social environment, namely their sense of social power, dominance, perspective taking, and construal level. At the group level, results confirmed greater goal than grip priming effects on action recognition for the shortest prime duration. Regression analyses between the pattern of response times in the action priming protocol and scores at the questionnaires further showed that the advantage of goal over grip priming was associated with higher sense of social power, and possibly to lower dominance. Overall, data confirm that observers tend to prioritize goal-related information when processing visual actions but further indicate that this tendency is sensitive to individual social characteristics. Results suggest that goal information may not always drive action understanding and point out the connection between low-level processing of observed actions and more general individual characteristics.