Goal systems theory: Integrating the cognitive and motivational aspects of self-regulation.

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The Meaning Maintenance Model: On the Coherence of Social Motivations (2006, background): “The substitutability, or equifinality, of different phenomena suggests that they are in service of the same underlying goal (Baumeister & Leary, 1995; Lewin, 1935; Ovsiankina, 1928; Shah et al., 2003; Tesser, 2000).”
Recalling Past Temptations: An Information-Processing Perspective on the Dynamics of Self-Control (2008, background): “Further, the more the focal goal is bolstered, the more competing goals will be inhibited (Shah et al. 2002).”
Extending Culturally Symbolic Brands: A Blessing or a Curse? (2012, background): “Goals are mental networks that include desirable end states, associated means, and contexts that, once activated, can guide behavior in goal-congruent directions (Shah, Kruglanski, and Friedman 2003).”