Self-concept and motivation as predictors of actual consumer behaviour

The need to predict consumer behaviour outcomes is considered to be a very important issue for marketers. Isolated individual psychological constructs such as attitudes, motives, personality traits and learning styles have been used to identify their predictive capacity for actual consumer behaviour with varying degrees of success. This paper attempts to test<br />empirically the predictive power of two constructs, motivation and self-concept, regarding business consumer’s actions in a service context, using an Australian representative sample.<br />