What are the three goals of GFT?

 The Goal-Framing Theory (GFT) posits that human behavior is guided by a focus on three overarching goals that compete for prominence in any given situation:

1. Hedonic Goals: The objective of the hedonic goal is to improve how one feels in a given situation. This drives people to seek pleasure or avoid negative emotions.
2. Gain Goals (or Utilitarian Goals): The focus of the gain goal is on increasing or safeguarding personal resources. These resources can include things like time, money, and effort. Behavior driven by this goal is primarily motivated by utilitarian considerations of personal cost and benefit.
3. Normative Goals: The aim of the normative goal is to act appropriately. This means driving people to act in accordance with perceived social norms or moral responsibilities. Framing pro-environmental behavior as a normative goal can increase the likelihood of positive outcomes, as this frame tends to lead people to transcend their personal desires.

While only one of these goals is considered "focal" (the goal frame) at any one time, the goal frame remains "porous" to influence from the other two goals.