Toward a theory of behavioral control

A careful consideration of studies on behavioral prediction in the existing literature suggests that behavioral control is often included as one of the many key factors involved in the theorization of consumer behavior. However, little effort has been dedicated to enrich and progress our understanding of behavioral control beyond empirical testing and replication. To address this gap, this article reviews the theorization, conceptualization, and operationalization of behavioral control, and proposes the theory of behavioral control to close the extant gaps in understanding and to chart the way forward for approaching behavioral control. More specifically, the theory of behavioral control developed herein explains the distinctions and characteristics of behavioral control, which could manifest in two ways in the form of covert and overt controls. The implications of the theory are also discussed, with a focus on dealing with the methods to develop and strengthen desired behavioral control as well as to overcome and weaken undesired behavioral control. As a whole, the propositions on behavioral control presented herein should solidify the foundational understanding of behavioral control for future consumer research involving behavioral controls, such as ethical behavior, technology adoption, and sustainable consumption.