Task Enactment in Goal-Directed Behavior: A New Conception and Operationalization of Task Demands

Aix Graduate School of Management, University Paul Cezanne
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Conference Proceeding
The La Londe Conference: 34th International Research Conference in Marketing: Marketing Communications and Consumer Behavior 2007 Proceedings, 2007, pp. 7 - 19
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The nature of tasks undertaken by consumers in the course of decision-making and consumption are an important consideration for researchers and practitioners alike, but on the whole neglected in the literature. In an effort to reinstate its significance, this paper provides a dedicated general analysis of consumer tasks under the tenet of goal-directed consumer behavior. A critique of alternative means by which to classify consumer tasks precedes the introduction of a new conceptualization with a model of task enactment, and a new means to classify and analyse tasks based on task demands. A study currently being undertaken is used to illustrate the development and operationalization of task demands. Some promising preliminary results pave the way for future research endeavours.
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