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Consumer Desire

Part 3. Consumer Behavior

  1. Richard P. Bagozzi

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03016

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Bagozzi, R. P. 2010. Consumer Desire. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. University of Michigan, Ann Arbor, MI, USA

Publication History

  1. Published Online: 15 DEC 2010


Desires are wants (e.g., “I desire to···”; “I desire···”) or urges or cravings (e.g., “I have a desire to···”; “I have a desire for···”). Desires convert or transform reasons for acting (e.g., anticipated emotions, attitudes, subjective norms) into intentions to act or to achieve a goal. Goal desires motivate goal intentions, action desires motivate behavioral or action intentions. Self-regulation of decision making and intention formation occurs through the control of one's desires.


  • self-regulation;
  • intentions;
  • appetitive desires;
  • volitive desires;
  • want;
  • goal desires;
  • behavioral or action desires