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. In contrast to most formal theories of consumer choice, we propose a framework based on goals.Decision makers attempt to satisfy numerous goals of different types (e.g., consumption, emotion, learning, process, social), given a variety of constraints (e.g., financial, cognitive, affective, temporal). In our view a goal-based theory of choice offers a useful bridge between prescriptive and descriptive consumer decision making.The present article aims to contribute to such a goal-based theory of choice and to discuss its prescriptive implications. To make the discussion more concrete we focus on the following two examples:• Purchasing a New Car A family is determining what type of car to purchase and needs to balance financial, social and other considerations in making the decision.• Earthquake Retrofitting A family residing in the San Francisco Bay area is deciding whether to retrofit their pre-World War II home by bracing the walls (i.e., improving the structural integrity) and/or anchoring the structure to the foundation (i.e., improving the structural immobility).