Self-regulation is generally considered a process of constraining appetitive desire motivation toward goal-inconsistent objects and actions through rationality-based (volitive) motivation. The predominant temptation-focused view of appetitive desire focuses on cravings and self-control dilemmas, overlooking the beneficial role of appetitive desire in motivating many types of goal-directed action intentions. We extend this line of research based in the philosophy of action theoretical perspective by proposing that appetitive desire is broader than cravings and it positively influences goal-consistent action intentions by strengthening volitive desire motivation. Appetitive desire toward goal means containing pleasurable features provides reasons for enacting goal-consistent actions, which energizes intention formation through volitive desire. Thus, appetitive desire often plays an instrumental rather than detrimental motivational role in reasoned action toward goal pursuit. Three studies, one measurement-based and two experimental, involving different goal-directed action contexts, demonstrate that goal means associated with high (vs. low) appetitive desire result in greater volitive desire, which strengthens intentions to enact the goal means. Our results contribute to an expanded understanding of appetitive desire, beyond craving and temptation, as a positive antecedent in the causal sequences of appetitive desire→volitive desire→intentions in the context of consumer goal pursuit.

中文翻译：

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超越渴望：作为目标导向行动意图的动机前因的食欲欲望

自我调节通常被认为是通过基于理性的（意志性）动机将欲望动机约束到与目标不一致的对象和行为的过程。食欲欲望的主要以诱惑为中心的观点侧重于渴望和自我控制的困境，忽视了食欲在激发多种目标导向的行动意图方面的有益作用。我们扩展了基于行动哲学观点的这一研究路线，提出食欲比渴望更广泛，它通过加强意志性欲望动机对目标一致的行动意图产生积极影响。对目标的欲望意味着包含令人愉悦的特征，为制定目标一致的行动提供了理由，这通过意志力激发了意图的形成。因此，在朝着目标追求的合理行动中，食欲欲望通常起着工具而不是有害的动机作用。三项研究，一项基于测量，两项实验，涉及不同的目标导向行动背景，表明与高（相对于低）食欲相关的目标手段会导致更大的意志力，从而加强制定目标手段的意图。我们的结果有助于扩大对食欲的理解，超越渴望和诱惑，作为在消费者目标追求背景下的食欲→意志欲望→意图的因果序列中的积极前因。涉及不同的目标导向的行动背景，证明与高（相对于低）食欲相关的目标手段导致更大的意志，这加强了制定目标手段的意图。我们的结果有助于扩大对食欲的理解，超越渴望和诱惑，作为在消费者目标追求背景下的食欲→意志欲望→意图的因果序列中的积极前因。涉及不同的目标导向的行动背景，证明与高（相对于低）食欲相关的目标手段导致更大的意志，这加强了制定目标手段的意图。我们的结果有助于扩大对食欲的理解，超越渴望和诱惑，作为在消费者目标追求背景下的食欲→意志欲望→意图的因果序列中的积极前因。