Consumers may experience the possibility of a goalcongruent outcome thwarted by existing products’ inability to achieve the goal-congruent outcome, even given the personal or environmental contingencies that hinder goal achievement. However, customization implies the possibility of a goal-congruent outcome by creating a match between a specific product configuration and a consumerspecific yearned outcome. It also implies the possibility of goal achievement by eliminating or greatly reducing personal or environmental contingencies that may thwart goal achievement. For example, personalized weight-loss programs “custom designed” to fit a person’s metabolism may enhance a person’s hope to achieve previously unattainable goals.