Page 11 - April_2024 Broucher.indd

Pankaj Vishwakarma

Title: Unveiling consumer behavior in marketing: a meta-analytic structural equation modeling

(Meta-SEM) of the model of goal-directed behavior (MGB)

Journal: Marketing Intelligence and Planning

Understanding consumer behavior across various contexts within
marketing has long been the focus of studies. Although many models
are used in explaining consumers’ behavior, one of these is the Model
of Goal-Directed Behavior (MGB), which is becoming prominent in
explaining consumers’ behavior in marketing. Given its popularity, prior

research on MGB has shown inconsistent outcomes regarding the
casual association of MGB variables. To overcome this, the authors have
adopted a meta-analytic review of the marketing studies grounded on

MGB theory in examining the consumers’ behavior. Design/methodology/approach: The study reviewed and
analyzed 611 correlations from 27 studies with 31 samples (combined sample size of 9588) using a meta-analytic
structural equation modeling (MASEM) technique. Findings: The outcomes of MASEM confirm the significance of all
the proposed relationships in the MGB model. However, the attitude

has shown a strong influence on desire formation among all the
proposed MGB relationships. Further, past buying experience and
positive anticipated emotions strongly affect desire in developed
nations compared to developing nations. Research limitations/

implications: The current work has considered the possibility of various
recommended moderators (e.g. culture, crisis situation, sample size,
method of data collection, etc.); however, the study lacks to consider the dimension of gender dominance in it.
Hence, future researchers should keep it in mind while conducting similar studies. Future scholars can also perform a
comparative study on MGB across the domains and subdomains to know more insights. Originality/value: The current
work offers a better understanding of MGB application in marketing. As this work is one of the first meta-analyses
on MGB application in marketing that also considers the effect of various moderators, it thus adds knowledge to
the literature on MGB in marketing. It will also help the future researchers to understand MGB as a framework and its
application in marketing

Page 4