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RESEARCH PRODUCT

The Role of Desire in The Prediction of Intention

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This paper is based on the notion that desire represents an important motivational aspect of the decision-making process. Thus, we examined the hypotheses that desire (1) predicts behavioral intentions and (2) mediates the effects of theory of planned behavior (TPB) components and past behavior on an individual’s intention to quit smoking. The analysis is based on three separate conditions in which the intention to quit smoking during the next 1, 4, or 6 months, respectively, was measured; the three conditions contained identical variables. The results of the hierarchical regression analysis show that there are sufficient grounds for including desire as an additional predictor in the TPB model. The results also show that desire mediates the effects of attitudes, norms, and past behavior on intention. However, the mediating role of desire was not obtained for the relationship between PBC and intention. Theoretical implications and recommendations for future research are suggested.