Personality, opportunity, motivation, self-efficacy, resources and ability (POMSERA) as predictors of consumer behaviour

Understanding how consumers make decisions to act is problematic. This paper attempts to provide a holistic and comprehensive model of all the main internal psychological and external influences upon business consumer’s behaviour. Personality is conceptualised to be the driving force of motives, perceived confidence to act (self-efficacy), abilities and opportunities/resources available. The literature review suggests that micro models of individual psychological constructs are relevant influences on actual and intended behaviour. MacInnis et al., (1991) and Rothschild (1999) produced a tricomponent model of consumer behaviour which includes motivation, ability and opportunities (MOA) to act. The present model is an attempt to extend the MOA model and also to take on board some of the ideas from the theory of planned behaviour (Ajzen, 1991). The POMSERA model suggests that personality is the starting point for all other constructs but it works in tandem with all other internal and external influences and the findings support this. Self-efficacy and Behavioural Intention Rotter (1954) suggests that consumers make behavioural choices according to the perceived benefits which are related to their most important psychological needs. Actions are more likely to occur if there is strong expectancy of success, positive reinforcement and the goals are perceived to be an important one. Bandura (1977, 1982, 1997) expanded and refined Rotter’s behaviourist theory and developed his theory of self-efficacy which is a more precise model to predict behavioural intentions. Bandura (1997) postulates that consumers are knowledgeable of their own abilities and personal characteristics. Consumers can predict their ability to do something and are aware of their own levels of confidence to achieve certain goals. Perceptions of self-efficacy tend to be domain or situation specific and are subject to the available opportunities to act, skills/abilities, past experiences and social/cultural norms or attitudes. Self reflections influence perceptions of self efficacy and consumers adjust their thinking accordingly. Individual’s belief/confidence and subjective expectancy to succeed is the single most powerful influence on motivation/intention and quality of outcomes. Negative self-image influences adversely behaviour-outcomes beliefs with less demanding tasks even if the person has all the required skills or competences to perform the required tasks (Norem, and Cantor, 1986). Bandura (1982: 122) suggests that self efficacy beliefs can influence behavioural outcomes in all types of clinical and non-clinical applications. In general, individuals are more likely to engage in behaviours that are perceived to be achievable and therefore over time it becomes an attitude and a perceived personality characteristic or self-image (Bandura, 1997). Sherer et al., (1982) found strong support between general self-efficacy and success in vocational careers, educational attainments and military performance. Watt and Martin (1994) found substantial positive correlation between general and specific self-efficacy and they suggest that specific self-efficacy is the result of past successful experiences which is the building block for the development of a general positive self-efficacy. High self-efficacy is a good predictor of job performance success in the computing industry and accounted for 28% of the