Standard Article

You have free access to this content

Consumer Intentions

Part 3. Consumer Behavior

  1. Richard P. Bagozzi

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03057

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

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

Author Information

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

Publication History

  1. Published Online: 15 DEC 2010


An intention is a person's commitment, plan, or decision to carry out an action or achieve a goal. It typically transforms reasons for acting (e.g., attitudes, subjective norms, or motives or desires to act) into action. Implementation intentions involve planning when, where, and how to act. I-intentions are personal intentions to pursue a goal or perform an action by oneself. Shared or collective intentions exist in the form of either a personal intention to do something with a group of people or contribute to or do one's part of a group activity or in the form of a person concerning oneself as acting together with others to achieve a group end or perform a group goal. The latter is termed a we-intention.


  • plans;
  • decisions;
  • volition;
  • implementation intention;
  • commitment;
  • we-intention;
  • collective intention;
  • shared intention;
  • desire