Goals play an essential role in the purposive behavior of consumers, but scholars
only recently have begun to examine the motivation for goals, their selection
and modification, and their pursuit and attainment. One purpose of this article
is to outline a conceptual framework for thinking about how goals emerge,
influence decision making, and guide consumer choice and action. Another purpose
is to integrate classic ideas proposed by consumer researchers with emerging
concepts and models proposed by cognitive psychologists, social psychologists,
and other social scientists. Finally, the authors’ aim is to present several new
ideas on goal setting and goal striving and point out how they can enrich the
study and practice of consumer behavior.
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