Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Bagozzi, R. P. 2010. Consumer Desire. Wiley International Encyclopedia of Marketing. 3.
- 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.
- appetitive desires;
- volitive desires;
- goal desires;
- behavioral or action desires