The great "I can" : broadening the scope of self-efficacy in goal-directed consumer behaviour

Abstract

The value of the self-efficacy construct to the study of consumer behaviour has begun to receive greater albeit limited attention. The purpose of this paper is to consolidate the work done to date on self-efficacy, and extend its application by conceptualising how it may relate to a much broader array of consumer behaviour than has previously been acknowledged in any one study. Self-efficacy is one variable among multiple determinants of behaviour. However, there is evidence to suggest that the role of self-efficacy in consumer behaviour warrants more attention by researchers to better understand consumers’ goal-directed thoughts, feelings and actions