IngentaConnect Goal desires moderate intentionbehaviour relations

Authors: Prestwich, Andrew¹; Perugini, Marco²; Hurling, Robert³

Source: British Journal of Social Psychology, Volume 47, Number 1, March 2008 , pp. 49-71(23)

Publisher: British Psychological Society

Abstract:

Models such as the Extended Model of Goal-Directed Behaviour and the Theory of Planned Behaviour imply that the impact of one's goals on behaviour is mediated by more proximal determinants. We hypothesize that goals can have a broader and more dynamic impact on behaviour and, specifically, that goal desires can moderate the effect of intentions on behaviour. Four studies addressed this issue by examining the direct and moderated effects of goal desires on behaviour. All of the studies required participants to complete baseline measures and then a follow-up indicator of behaviour. In Study 1 (N=119) that focused on fruit intake, Study 2 (N=123) and Study 3 (N=96) concerned with drinking alcohol and Study 4 (N=109) regarding snack consumption, behavioural intentions were more reliably related to behaviour when goal desires were strong. The results of Study 3 suggested that goal desire stability increases the likelihood of this moderator effect emerging and Study 4 revealed that this effect was not suppressed by intention stability. The findings suggest that goals and behavioural intentions can operate simultaneously and jointly influence action, a view that contradicts predictions that the effects of goals are fully mediated by more proximal behavioural determinants.

Document Type: Research article

DOI: 10.1348/014466607X218221

Affiliations: 1: University of Leeds, UK 2: Faculty of Psychology, University of Milan-Bicocca, Milan, Italy 3: Unilever Corporate Research, UK

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Goal desires moderate intention-behaviour relations