How can we motivate people to engage with their long-term goals rather than succumbing to immediate gratification? My research attempts to 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 consumption, developing computational models of motivation to better understand how to promote engagement, and challenging dual-systems accounts of self-control. Underlying much of my research is the use and development of complex statistical and computational tools, which allow me to provide new insights into old questions. Overall, by developing more comprehensive understandings of motivation and self-control, I strive to build a unified framework of how consumers manage and prioritize the complex array of goals towards which they strive.