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• W2216136048 abstract "This article presents the findings of an exploratory investigation into the sources of self-efficacy in consumer behavior-an area virtually ignored in previous research. Ten depth interviews were conducted with a relatively heterogenous sample of informants to explore the nature of, and the extent to which consumers draw on the sources of self-efficacy information proposed by Bandura (1977): performance attainments, vicarious experience, verbal persuasion, and physiological and affective states. The findings revealed various consumer task-related variables that triggered informants' need to access efficacy beliefs. The data demonstrated each source of efficacy put forward by Bandura (1977), and provided evidence to support the significance of their impact on an individual's sense of self-efficacy in the course of consumption. setting, goal level, and goal commitment and persistence) (see Bandura and Cervone 1983; Zimmerman 2000). In order to achieve a desired outcome and move towards goal attainment, individuals may progress through a series of three assessments: What tasks need to be accomplished to achieve the outcome? (Task Identification), Is the task easy or difficult? (Task Evaluation), and Do I have the ability to successfully perform the tasks? (Ability Evaluation/ Self-efficacy Appraisal). When assessing the ease/difficulty of a task, individuals will attend to anyone or more characteristics of the task and/or situation, and will determine the levels of knowledge and skills that are required. However, self-efficacy appraisal will likely be bypassed when confronted with repeat tasks enacted under invariant circumstances. In this case, the outcome is achieved, although not perceived to result from effortful performance. On the other hand, where tasks are perceived to be demanding, selfefficacy appraisals may be considered, and individuals will draw on one or more of the four sources of self-efficacy information, The ensuing self-efficacy appraisal plays a significant role in one's performance towards the outcome. The success or failure of both performance and outcome is judged, providing further self-efficacy information via enactive mastery; and resulting in other goalrelated outcomes (e.g. persistence). While each element of the model is relatively discrete, individual and situational variation is likely in terms of the differential influence and weight applied to its various factors. Exploring the Sources of Self- Efficacy in Consumer Behavior Consumers encounter a range of tasks relating to decisionmaking, purchase and consumption in pursuit of their goals. Most everyday consumer activities require little cognitive effort, and are accomplished by simply enlisting automatic, habitual or routine behaviors. On other occasions consumers may face a task that is novel in some way, or one that needs to be undertaken in a demanding situation. If the task is perceived to challenge one's abilities, consumers with an enabling self-belief system may be more likely to demonstrate a motivation to attempt and persist in the task, to perform successfully, and to experience greater levels of Self-Efficacy and Consumer Behavior satisfaction. Among the theoretical bases underpinning such sup- In the context of consumer behavior, routine or habitual" @default.
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• W2216136048 title "Exploring the Sources of Self-Efficacy in Consumer Behavior" @default.
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