TASK ENACTMENT IN GOAL-DIRECTED CONSUMER BEHAVIOR: A NEW CONCEPTION AND THE OPERATIONALIZATION OF TASK DEMANDS Francine V. GARLIN University of Technology, Sydney, Australia Robyn L. McGUIGGAN University of Western Sydney, Sydney, Australia Kenneth E. MILLER University of Technology, Sydney, Australia Paul WANG University of Technology, Sydney, Australia 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. Key Words: goal-directed consumer behavior, task demands, decision-making, self-efficacy Correspondence francine.garlin@uts.edu.au r.mcguiggan@uws.edu.au ken.miller@uts.edu.au paul.wang@uts.edu.au