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Related Experiment Videos

Goal desires moderate intention-behaviour relations.

Andrew Prestwich1, Marco Perugini, Robert Hurling

  • 1Institute of Psychological Sciences, University of Leeds, Leeds, UK. a.j.prestwich@leeds.ac.uk

The British Journal of Social Psychology
|June 28, 2007
PubMed
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Strong goal desires enhance the link between intentions and behavior, influencing actions directly. This challenges theories suggesting goals are only indirectly effective, highlighting simultaneous goal and intention impacts.

Area of Science:

  • Psychology
  • Behavioural Science
  • Social Psychology

Background:

  • Existing models like the Extended Model of Goal-Directed Behaviour and Theory of Planned Behaviour propose goals influence behavior indirectly via proximal determinants.
  • A gap exists in understanding the direct and dynamic impact of goals on behavior, particularly how goal desires might moderate intention-behavior relationships.

Purpose of the Study:

  • To investigate the hypothesis that goal desires can directly impact behavior and moderate the effect of intentions on behavior.
  • To examine the simultaneous and joint influence of goals and behavioral intentions on action.

Main Methods:

  • Four studies were conducted, focusing on fruit intake, alcohol consumption, and snack consumption.
  • Participants completed baseline measures of goal desires and behavioral intentions, followed by a behavioral outcome measure.

Related Experiment Videos

  • Statistical analyses examined direct and moderated effects of goal desires on the intention-behavior relationship.

    • Main Results:

    • Behavioral intentions were more strongly related to actual behavior when participants reported strong goal desires across all four studies.
    • Goal desire stability was found to increase the likelihood of this moderating effect.
    • Intention stability did not suppress the moderating effect of goal desire.

    Conclusions:

    • Goal desires can directly moderate the relationship between intentions and behavior, challenging traditional mediation models.
    • Goals and behavioral intentions can operate concurrently, jointly influencing behavior.
    • Findings underscore the importance of considering both goal strength and stability in understanding goal-directed behavior.