An Empirical Examination of the Extended Model of Goal-Directed Behaviour: Assessing the Role of Behavioural Desire
The Theory of Planned Behaviour is well accepted within the behavioural sciences. Recent contributions have broadened and deepened the theory. One such revision is the Model of Goal-directed Behaviour and its extension. To date, empirical studies on these new models are limited with little application in marketing. This research utilized the Extended Model of Goal-directed Behaviour (EMGB) examining consumer decision making in the context of using nicotine replacement therapy (the behaviour) to aid smoking cessation (the goal) amongst a sample of smokers in the UK. The findings of this research show limited support for the EMGB. Implications are discussed.
Edward M.K. Shiu, Louise M. Hassan, Jennifer A. Thomson, and Deirdre Shaw (2007) ,"An Empirical Examination of the Extended Model of Goal-Directed Behaviour: Assessing the Role of Behavioural Desire", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 66-71.
Edward M.K. Shiu, University of Strathclyde, UK.
Louise M. Hassan, University of Stirling and the Open University, UK.
Jennifer A. Thomson, Glasgow Caledonian University, UK.
Deirdre Shaw, University of Glasgow, UK.
E - European Advances in Consumer Research Volume 8 | 2007
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