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We pursue goals every day for our relationships, jobs, leisure, and personal growth. The quality of a life depends to a large extent on attaining positive outcomes and avoiding negative outcomes. To accomplish these goals, people must pay attention to the outcome and invest effort in pursuit of the goal. Emotion serves to motivate people physically and mentally to pursue goals, but the specific emotions that people experience is likely to vary depending on the type of goal being pursued. Avoiding a rushing tiger is best facilitated by fear, whereas winning a marathon is best facilitated by increasing excitement as the finish line approaches. This publication includes theory and research examining the consequences of goals and emotional reactions for persistence during difficult tasks, affective judgments and health.