Because of technological developments, consumers can record and track their behaviors more easily than ever before. Consequently, consumers are now especially aware of their streaks (i.e., doing something three or more times in a row) and other patterns of behavior. In my dissertation, I explore how patterns of repeated behavior – in particular, streaks – influence actual and predicted behavior. Chapter 1 examines how streaks of consecutive behaviors affect consumers’ subsequent decisions to continue those behaviors. Chapter 2 investigates how patterns of past behavior inform people’s forecasts about goal-directed behavior and inferences of commitment.