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.



Citation:

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.

Authors

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.



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

Decreasing Impatience with Bundled Donations

Sachin Banker, University of Utah, USA

Read More

Featured

Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness

Chun-Tuan Chang, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chun-Chen Tsai, National Sun Yat-sen University
Dickson Tok, National Sun Yat-sen University

Read More

Featured

Trust the Polls? Neural and Recall Responses Provide Alternative Predictors of Political Outcomes

Samuel B Barnett, Northwestern University, USA
Andres Campero, Massachusetts Institute of Technology, USA
Ronen Zilberman, Massachusetts Institute of Technology, USA
Chris Rose, New York University, USA
Aaron Robinson, Northwestern University, USA
Moran Cerf, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.