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The theory outlined in this chapter adopts a cognitive approach to motivation. It describes a research program premised on the notion that the cognitive treatment affords conceptual and methodological advantages enabling new insights into problems of motivated action, self-regulation, and self-control. The authors begin by placing their work in the broader historical context of social psychological theorizing about motivation and cognition. Then, they present their theoretical notion and trace their implications for a variety of psychological issues, including activity experience, goal commitment, choice, and substitution. The gist of this chapter describes the authors' empirical research concerning a broad range of phenomena informed by the goal-systemic analysis.