The moderating effect of time-perspective on the intention-behaviour relationship

Master Thesis


Permanent link to this Item
Journal Title
Link to Journal
Journal ISSN
Volume Title

University of Cape Town

Self-report measures of intentions are widely pursed in marketing research and are based on the premise that they are reliable proxies for actual ensuing behaviour. Although research supports this assumed relationship between intentions and behaviour, mounting empirical evidence suggests that the strength of this relationship is often modest at best. The inconsistency between what is said and what is done on the part of respondents results in a so called "intention-behaviour gap", which impinges upon marketers' ability to accurately explain and predict consumer behaviour. Gaining insight into factors which may potentially narrow this gap is of utmost importance to guard and/or enhance the value of marketing research. Despite offering considerable insight, the current state of the literature leaves as much as two-thirds of the discord unexplained. This study aimed to contribute to this stream of research by identifying a further variable which may offer additional explained variance; namely time-perspective. This novel psychological construct has been shown in the fields of psychology and behavioural economics to exert a profound influence on behaviour, particularly in so far as individuals failing to follow through on stated intentions. This study investigates whether time-perspective exerts a similar effect on consumer behaviour, particularly the extent to which such considerations enhance the predictive accuracy of selfreported intentions. The results of this study should assist marketers to arrive at more accurate measures of intentions, thereby improving the value of their research output.

Includes bibliographical references.