Abstract The situation of multi-choice aspiration levels (MCAL) may exist in many decision/management problems. However, the problem cannot be solved by current goal programming (GP) techniques. In order to improve the utility of GP and solve the MCAL problem, this paper proposes a new idea for programming the MCAL problem. The proposed method allows decision-makers (DMs) to set multiple aspiration levels for their problems in which “the more/higher is better” and “the less/lower is better” in the aspiration levels are addressed. In addition, illustrative examples are given to demonstrate the correctness of the proposed model.