Article2014

The role of desire in understanding intentions to drink responsibly: an application of the Model of Goal-Directed Behaviour

Marie‐Louise Fry · Judy C. Drennan · Josephine Previte · Angela White · Dian Tjondronegoro

59 citations0/0 files storedJournal of Marketing Management

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Behavioral Health and Interventions Substance Abuse Treatment and Outcomes Consumer Behavior and Marketing Influence

Abstract

This study models young people’s moderate drinking decision-making using the Model of Goal-Directed Behaviour (MGB), thus presenting insights into young people’s desires and intentions to drink responsibly. Testing the applicability of the MGB to quantitatively analyse responsible drinking, the explanatory sphere of the MGB is extended. An online survey resulted in 1522 completed questionnaires from respondents aged between 18 and 25 years. Collected data were analysed with structural equation modelling (SEM) using SPSS AMOS21 (IBM, New York, NY, USA) software. The key finding of this study is that an individual’s desire to drink moderately is the most important predictor of young people’s responsible drinking intentions. Our use of MGB provides further evidence that there is a strong distinction between consumer desires and intentions.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1998Principles and Practice of Structural Equation Modeling 2000Structural equation modeling with AMOS: basic concepts, applications, and programming 1979A Paradigm for Developing Better Measures of Marketing Constructs 1994Behavioral inhibition, behavioral activation, and affective responses to impending reward and punishment: The BIS/BAS Scales.1997The Psychology of Attitudes 1988Attitudes, Personality and Behavior

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