Because emotion regulation is a motivated process, one must adopt a motivational perspective to understand it. We build on the distinction between goal setting (i.e., selecting end-states to achieve) and goal striving (i.e., engaging in behaviors to achieve desired end-states). First, we discuss how these concepts apply to regulation in the emotion domain. Second, we review existing research on setting emotion goals and striving for them. Third, we highlight how goal setting and goal striving can operate in tandem to shape emotion regulation. Finally, we highlight the importance of considering emotion regulation as a motivated process, and how doing so informs key topics explored in this special issue, including those pertaining to determinants (e.g., culture as setting emotion goals), consequences (e.g., monitoring emotion goal progress and mental health), and interventions (e.g., manipulating features of emotion goal setting and striving to promote adaptive emotion regulation). (PsycINFO Database Record (c) 2020 APA, all rights reserved).