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Across three studies, we demonstrate that pursuing sex for approach goals, such as to enhance intimacy, fuels satisfaction and pursuing sex for avoidance goals, such as to avoid disappointing a partner, detracts from satisfaction. In Study 1, we use hypothetical scenarios to provide experimental support for the associations between sexual goals and sexual and relationship satisfaction. In Study 2, a dyadic daily experience study of dating couples, we demonstrate that daily sexual goals are associated with both partners’ daily relationship and sexual satisfaction. In Study 3, a dyadic daily experience study, we replicate the daily associations between sexual goals and satisfaction in a sample of long-term couples, and demonstrate that sexual goals impact partner’s relationship and sexual quality 4 months later. In all studies, the associations between sexual goals and enhanced satisfaction as reported by both partners …