The multifinality constraints effect: how goal multiplicity narrows the means set to a focal end.

In the presence of several objectives, goal conflict may be avoided via multifinal means, which advance all of the active goals at once. Because such means observe multiple constraints, they are fewer in number than the unconstrained means to a single goal. Five experimental studies investigated the process of choosing or generating such means for multiple goals. We found that the simultaneous activation of multiple goals restricted the set of acceptable means to ones that benefitted (or at least, did not harm) the entire set of active goals. Two moderators of this phenomenon were identified: (a) the feasibility of identifying multifinal means, which was dependent on the relations between the different active goals, and (b) the enhanced importance of the focal goal, which resulted in the inhibition of its alternatives and the consequent relaxation of multifinality constraints.