http://repub.eur.nl/res/aut/14566/ List of Publications en http://repub.eur.nl/static-eur/img/logo.png http://repub.eur.nl http://repub.eur.nl/res/pub/13939/ 2008-12-01T00:00:00Z This paper extends the familiar multi-stage framework for choice by explicitly describing the role that goals play at each stage. We first present a typology of goals, ranging from content to process and from immediate to long-term illustrating it in the context of two examples—purchasing a new car and earthquake retrofitting. We then delineate each stage of the choice process based on recent advances from the descriptive literature on the influence of the various goals. Finally, we draw the prescriptive implications as to how goals can inform what we know, or need to know, about the choice process. http://repub.eur.nl/res/pub/12038/ 2005-12-01T00:00:00Z This article introduces a goal-based view of consumer choice in which (1) choice is influenced by three classes of goals (consumption goals, criterion goals, and process goals), (2) goals are cognitively represented, and (3) the impact of a goal on choice depends on its activation. For each class of goals, we discuss how goal activation is influenced by direct (subconscious) goal priming, by spreading activation from choice options, from other goals, and from the context, and by goal (non-)achievement. Opportunities for modeling goal-based choice, the integration of emotions in a theory of goal-based choice, and relationships with dual-process theories of decision making are discussed.