Vancouver for Perugini and Bagozzi propose that anticipatory emotions including regret arise from a person’s consideration of the likelihood of attaining or not attaining the desirable outcomes or goals of the behaviour. n Self-identity how one perceives and labels oneself may influence intention above and beyond the effect of core TPB variables. For example, self-identifying as a green consumer’ increased intention to eat organic vegetables Sparks and Shepherd , suggesting that we behave in a manner that is consistent with our self-image. n Implementation intention II forming an II is thought to be part of the process involved in turning an intention into action, i.e. filling the intention?behaviour gap highlighted by limitations in behavioural prediction by TPB studies see below. Of these possible additions to theories of behaviour change, self-efficacy, anticipatory regret and implementation intentions are currently receiving the most research attention and the most empirical support in terms of adding to the explanation of behaviour. Vancouver 2016.

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