Each day consumers engage in a variety of behaviors driven by their goals. Such goals can be set by consumers themselves, such as to lose weight, advance professionally, or save for retirement. Goals also can be set by influential others, such as companies that devise loyalty programs to keep consumers motivated to use their products and services. What factors affect the degree to which consumers stay motivated to enact behaviors that facilitate attainment of these goals? Prior research has focused on consumer motivation to attain a single, static goal, such as a goal to lose weight. However, recent work has begun to explore how consumers pursue their multiple goals and how their goal pursuit changes over time. This curation includes a set of five articles that advance understanding of goals and motivation. How do consumers’ goals change over multiple periods as a function of performance? How can consumers develop successful plans to attain their multiple goals? How do consumers’ thoughts about their goals allow them to resist temptations and stay on course? The first article in this set, by Wang and Mukhopadhyay, presents a framework for understanding the overall process of goal setting, performance appraisal, and goal revision. This work asks what is the content of a consumer’s goals and how will a consumer revise that based on performance relative to the initial goal. The authors develop a mathematical model, which they test and support in a series of lab experiments. A model such as this provides a basis for extensions and future research on the dynamic nature of goal setting. Once a consumer has set a goal, how will goal pursuit be affected by whether the consumer develops plans for goal attainment? The article by Dalton and Spiller investigates the role of forming implementation intentions, which prior research finds has a positive effect on motivation and goal attainment. The article reveals a context in which creating implementation intentions does not benefit goal pursuit: when consumers are making plans for multiple (vs. single) goals. Forming implementation intentions for multiple goals makes salient the difficulty of pursuing these goals simultaneously, which reduces consumers’ commitment to those goals. The two articles that follow investigate how a consumer can frame goal pursuit to enhance motivation and resist temptation. The article by Patrick and Hagtvedt draws from research on linguistics and shows how the language consumers use to describe their own motivation affects their ability to resist temptations. Using the phrase “I can’t” (vs. “I won’t”) to describe why they will not engage in a tempting behavior makes it harder subsequently to resist the temptation. The authors demonstrate these effects in a field study following consumer participation in a health and wellness seminar, and they explore when the pattern obtains and reverses. The next article, by Sussman and Alter, also examines how a consumer can frame goal pursuit to resist goal-impeding temptations. This article examines adherence to financial goals and demonstrates a phenomenon that can lead to overspending. Consumers exhibit a cognitive bias through which they think of unusual or infrequent (“exceptional” purchases) as one-of-a kind and therefore worth spending extra money to obtain. Encouraging consumers to think about such exceptional purchases more broadly as part of a category of purchases that occurs more often helps them to rein in spending. The final article in this set investigates where consumers should focus their attention in order to facilitate goal attainment. Should consumers focus on what they have accomplished or what they have left to go to attain the goal? Koo and Fishbach examine how the way consumers monitor their progress affects motivation and propose that focusing on the smaller amount (what has been done vs. what is left to go)