Abstract:
The nature of tasks undertaken by consumers in the course of decision-making and consumption
are an important consideration for researchers and practitioners alike, but on the whole neglected in
the literature. In an effort to reinstate its significance, this paper provides a dedicated general analysis
of consumer tasks under the tenet of goal-directed consumer behavior. A critique of alternative means
by which to classify consumer tasks precedes the introduction of a new conceptualization with a
model of task enactment, and a new means to classify and analyse tasks based on task demands. A
study currently being undertaken is used to illustrate the development and operationalization of task
demands. Some promising preliminary results pave the way for future research endeavours.
