A Broadened Model of Goal-Directed Behavior: Incorporating the Conative Force into Consumer Research

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Previous attitude-behavior models think of volitional behavior as the generation of voluntary actions in response to stimuli. However, in light of perceptual control theory, this study suggests that the volitional process that leads to a particular volitional behavior starts with the perceptual control of past behaviors and environmental disturbances. A holistic framework of goal-directed behavior is presented to broaden the Model of Goal Directed Behavior originally proposed by Perugini and Bagozzi (2001). The holistic framework suggests a negative impact of existing behavioral volition on the desire for an alternative behavior, and further, on the alternative behavioral volition. The study tries to explain that the goal-setting process of goal-directed behavior is volitional and non-reflexive from a conative perspective, and the goal-attainment process is periodical and subject to change.

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© 2010 International Academy of Business and Economics

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Review of Business Research