We explore the possibility that self-defeating behaviors represent self-regulatory success rather than failure. Specifically, we suggest that drug use, overeating, risky sexual behavior, self-harm, and martyrdom represent means toward individuals’ goals. In this capacity, they may be initiated and pursued upon goal activation despite potentially negative consequences, and thus exemplify the long-held notion that the end justifies the means. We propose a means-end analysis, present evidence that these activities demonstrate the hallmarks of goal pursuit, and discuss novel implications for understanding these behaviors.
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