A collaboration between Procter & Gamble and the University of Michigan to test and explore novel models for consumer decision making that focus on the multiple objectives consumers perceive around the areas of Naturals/Trust. The research will be constructed being mindful of the need to scale the learnings to other business units within P&G. The Wellness team brought a research question to U-M to understand the discrepancy between behavior and intention, as specific to natural products. In the natural category, (no matter the category), claimed purchase behaviors are grossly inconsistent with actual purchase behavior (Table 1). Beyond traditional social desirability factors, this phenomenon lends itself to investigate a deeper understanding of why/how individuals make trade-offs, what they are willing to trade-off and why there is a discrepancy. A unique approach to investigating this question has been identified by incorporating two models of decision-making theory that have not been studied in detail within this context: the behavior model of actual/ideal/ought self, and the motivation model of promotion/prevention viewpoints. Together, these theories may uncover nouveau insights into How attitudes, beliefs, motivations and behaviors can change to align with previous decisions. This new approach to modeling consumer decision making in the area of naturals/trust will break new ground in providing ways of understanding how the motivations of consumers influence their decision making. This Pilot aims to develop the framework to test these hypotheses with the intention that this model will allow us to explore how phenomena such as anticipated regret can drive decisions (e.g., I dont want to use that product because I will feel terrible if a member of my family ends up having sensitive skin and this project makes things worse) and how our different roles may affect our decisions (e.g., when making a purchase are we thinking about ourselves as a budget-minded consumer, a parent, a caregiver, etc). As well, an example of affirmation in decision-making in laundry emerges from successful whitening or other anticipated benefit, or even lack of reaction affirms a products safety