My research seeks to understand how best to motivate consumers to engage with their long-term goals rather than succumbing to immediate gratification. I answer this question by (1) developing novel theoretical models of self-control and motivation, and (2) translating insights from these models into actionable tools for marketers and consumers. This includes investigating what effectively motivates abstinence from unhealthy choices, developing computational models of motivation to understand how to promote engagement, and developing more nuanced accounts of self-control. Underlying much of my research is the use and development of complex statistical and computational tools (e.g., dynamic approaches to studying choice, generative network models, and machine learning/AI tools), which allow me to provide new insights into old questions. Overall, I aim to empower consumers to reach their goals efficiently and sustainably