This research presents a comprehensive conceptual model of the dynamics of goal revision over multiple periods. First, based on an integrative literature review, we derive four principles that govern how individuals update their goals over time (monotonicity, diminishing sensitivity, aspiration maximization, and performance satisficing). We then integrate these principles logically as well as mathematically into a goal-discrepancy response function. Next, we advance existing cybernetic models of self-regulation by synthesizing the four principles and the response function info a Test-Operate-Tesf-Adjusf-Loop (TOTAL) model, which captures the dynamics of goal revision in self-regulation. We report four laboratory experiments fhat demonstrate initial support for the postulates of our model and conclude with a discussion of limitations and future directions.A goal is defined as a "wisbed-for end that is considered to be attainable" (Geen 1995), and it is well accepted that people set goals to motivate themselves toward desired ends (Austin and Vancouver 1996;Locke and Latham 1990;Soman and Cheema 2004;Vohs, Baumeister, and Tice 2008). As they strive toward their goals after setting them (Bagozzi and Dholakia 1999;Thaler and Shefrin 1981), people may recalibrate the original goal, representing an adjustment in the wished-for end. Sometimes the shift is upward. For example, someone who sets and then achieves a goal to run Chen Wang is a doctoral student in marketing at