The present research introduces reference points in self-regulation as a new way to understand consumer goal-directed behaviour. Much of the products and services available on the market are consumed to attain positive end states or to avoid negative ones. In the present research, a model for approach goal-directed behaviour is developed and compared to a model for avoidance ‘anti-goal''-directed behaviour, whereby hoped-for possible selves are goals to be approached and feared-possible selves are ‘anti-goals'' to be avoided. The distinctive context of aging, in particular, women''s purposive behaviour in relation to dealing with visible signs of skin aging has been chosen as the venue for model testing. Findings provide evidence that approach and avoidance regulation systems impact differently on consumption preferences and motivation, and identified the asymmetric underlying mechanisms accounting for them. Specifically, results suggest that having positive versus negative reference points in self-regulation moderates the impact of feedback information on subsequent motivation as well as the preferences for specific procedures to deal with skin aging in the future.