The Model of Goal Directed Behaviour

By John Dudovskiy

Model of Goal Directed Behaviour The Model of Goal Directed Behaviour has been developed on the basis of the Theory of Planned Behaviour. This model “views the fundamental components of the theory of planned behaviour with respect to goals rather than behaviours” (Hagger and Chatzisarantis, 2009, p.36).

Model of Goal Directed Behaviour


Desire plays an integral role in The Model of Goal Directed Behaviour in a way that it is perceived to be stronger predictor compared to attitudes and subjective norms (Sutton, 1998). Explaining application of the model in practical levels Erasmus et al. (2001) explain that markets need to study primary desires of their target customer segment so that product and services can be developed to satisfy this desire or give the perception of satisfaction of the desire.



Erasmus, A. C., Boshoff, E. and Rousseau, G.G.(2001). “Consumer decision-making models within the discipline of consumer science: a critical approach”, Journal of Family Ecology and Consumer Sciences. 2001(29)

Hagger, M. & Chatzisarantis, N. (2007) “Social Psychology of Exercise and Sport” McGraw-Hill International

Sutton, S. (1998) “Predicting and explaining intentions and behaviour: how well we are doing? Journal of Applied Social Psychology, 28, pp. 1317-1318

Category: Consumer Behaviour