Does Connectedness Need Satisfaction Diminish or Promote Social Goal Striving?

People pursue social goals primarily to satisfy their innate need for affiliation; however, there is no consensus regarding how the successful fulfillment of affiliation need-social connectedness-influences striving for social goals. To address this issue, we proposed a dual-pathway model postulating both a negative effect of social connectedness on social goal striving via decreased emotional distress and a positive effect via increased social self-efficacy. Six studies (total N = 1,849), using cross-sectional, experimental, and daily diary methods, provided support for this model at both the between- and within-person levels. Furthermore, by distinguishing between approach and avoidance social goal strivings, and between deficit-reduction and growth connectedness need orientations, we found that the relative strength with which each path operates differed. The dual-pathway model generates theoretical and practical implications for need satisfaction and goal striving.