AbstractLike most behavior, consumer behavior too is goal driven. In turn, goals constitute cognitive constructs that can be chronically active as well as primed by features of the environment. Goal systems theory outlines the principles that characterize the dynamics of goal pursuit and explores their implications for consumer behavior. In this vein, we discuss from a common, goal systemic, perspective a variety of well known phenomena in the realm of consumer behavior including brand loyalty, variety seeking, impulsive buying, preferences, choices and regret. The goal systemic perspective affords guidelines for subsequent research on the dynamic aspects of consummatory behavior as well as offering insights into practical matters in the area of marketing.