ABSTRACT

A careful consideration of studies on behavioral prediction in the existing literature suggests that behavioral control is often included as one of the many key factors involved in the theorization of consumer behavior. However, little effort has been dedicated to enrich and progress our understanding of behavioral control beyond empirical testing and replication. To address this gap, this article reviews the theorization, conceptualization, and operationalization of behavioral control, and proposes the theory of behavioral control to close the extant gaps in understanding and to chart the way forward for approaching behavioral control. More specifically, the theory of behavioral control developed herein explains the distinctions and characteristics of behavioral control, which could manifest in two ways in the form of covert and overt controls. The implications of the theory are also discussed, with a focus on dealing with the methods to develop and strengthen desired behavioral control as well as to overcome and weaken undesired behavioral control. As a whole, the propositions on behavioral control presented herein should solidify the foundational understanding of behavioral control for future consumer research involving behavioral controls, such as ethical behavior, technology adoption, and sustainable consumption.

摘要

仔细考虑现有文献中的行为预测研究表明，行为控制通常被列为消费者行为理论化中涉及的许多关键因素之一。然而，除了经验测试和复制之外，很少有人致力于丰富和推进我们对行为控制的理解。为了弥补这一差距，本文回顾了行为控制的理论化、概念化和操作化，并提出了行为控制理论，以弥补现有的理解差距，并为接近行为控制指明前进的道路。更具体地说，本文发展的行为控制理论解释了行为控制的区别和特征，行为控制可以以隐性控制和显性控制两种方式表现出来。还讨论了该理论的含义，重点是处理发展和加强所需行为控制以及克服和削弱不需要的行为控制的方法。总的来说，本文提出的行为控制命题应该巩固对行为控制的基本理解，以便未来涉及行为控制的消费者研究，如道德行为、技术采用和可持续消费。