Goals are desirable end states people want to maintain (e.g., a thin figure) or achieve (e.g., academic excellence). More often than not, people pursue important goals in various intrapersonal (e.g., temptations, prior goal pursuit efforts) and interpersonal (e.g., others’ goal pursuit, social interaction) contexts. Consistent with the perspective of situated social cognition (Smith & Semin, 2004), our lab examines how the various aspects of the goal pursuit process are dynamically shaped by the relevant context.