MODEL OF GOAL-DIRECTED BEHAVIOR

The model of goal-directed behavior was introduced by Perugini and Bagozzi in 2001. The
proposed model further broadens and deepens the study of the theory of planned behavior by
incorporating new variables to better predicts an individual’s intention. Along with the constructs
of the theory of planned behavior and reasoned action other elements such as emotional,
motivational, and experiential have significant impacts on individuals’ intentions. This model
was built under the premise that a person's motivation to participate in a specific behavior is
directly anticipated by one’s intention. According to (Perugini and Bagozzi, 2001), the Theory of
Planned Behavior has been developed for increasing the predictive power of the Theory of
Reasoned which may further be improved by adding new variables (emotional, motivational, and
experiential). The study found that desire fully mediates the effects of the constructs of planned
behavior (attitude, subjective norm, and perceived behavioral control) on behavioral intention.

One of the strongest antecedents of intentions is a desire which is discussed in the model of goal-
directed action for desires, which interacts with constructs of planned behavior to predict
behavior intention.  Desire may also refer to expectations about the future which may be
categorized into desirable or undesirable future goals. For desirable goals, an individual performs
a specific because he thinks that it will help in achieving them. As such, this model integrated
emotion (positive and negative) to further explaining variance in human desire. Further, past
experiences are also used in the study to help explain desire and volitions Due to which, the
MGB is known as extended the model of planned behavior by further discussing theory in new
dimensions of affect, motivation, and habit.

References

Perugini, M. and Bagozzi, R.P. (2001), The role of desires and anticipated emotions in goal‐directed
behaviours: Broadening and deepening the theory of planned behaviour. British Journal of Social
Psychology, 40: 79-98. https://doi.org/10.1348/014466601164704

Heesup H, Wansoo K, Sanghyeop L. (2018) Stimulating visitors’ goal-directed behavior for

environmentally responsible museums: Testing the role of moderator variables, Journal of
Destination Marketing & Management, 8: 290-300