ABSTRACT
Consumers navigate multiple goals every day in their lives. On a shopping trip, they may simultaneously want to get a great deal while their desires for something rewarding may get activated while passing the candy aisle. They may debate having a healthy or hearty breakfast, saving up money for a cruise vacation or spending it on a new audio system, hanging out with friends at a bar, or curling up on the couch at home binge-watching Game of Thrones on Netflix. Many of these goals are simultaneously held, causing us to experience conflict or confusion about which one to pursue. Indeed, multiple goals are more the norm than the exception in everyday life (Cavallo and Fitzsimons 2012).
