Emotions, moral psychology, and the model of goal-directed behavior. Richard Bagozzi as a guest at BBS for the latest session of the Leadership Workshops

9 April 2025

Bologna Business School hosted at the New Campus Richard Bagozzi, Dwight F. Benton Professor Emeritus of Marketing at the University of Michigan and a leading international figure in the field of consumer behavior.
The event, organized in collaboration with the Department of Management of the University of Bologna, was part of the BBS Leadership Workshop series, dedicated to dialogue with prominent global leaders and experts. This session also offered the Community an original perspective—this time on the role of emotions in strategic decision-making and leadership.

Moderated by Max Bergami, Dean and CEO of BBS, the event once again created an interdisciplinary space for exchange between moral psychology, organizational behavior, and management ethics. With a distinguished academic career at prestigious institutions such as Berkeley, Stanford, and MIT, Bagozzi enriched the conversation with a scientific outlook shaped by over fifty years of research.

In his talk, Bagozzi traced the evolution of emotion studies, clearly outlining the distinctions among basic emotions, self-conscious emotions, and moral emotions. Drawing on experimental research and case studies, he demonstrated how moral emotions influence not only individual choices but also trust in institutions, corporate social responsibility, and adherence to collective norms.

At the heart of his presentation was the Model of Goal-directed Behavior, a theory developed by Bagozzi himself that integrates emotional, motivational, and cognitive dimensions in the analysis of outcome-oriented behaviors. Validated across diverse fields—from political communication to advertising strategies and sustainable behavior—the model now stands as an effective theoretical tool for understanding the complexity of human decision-making.

The dialogue with an audience of students, faculty, managers, and professionals highlighted the value of a management approach where methodological rigor and ethical awareness coexist—emphasizing the role of emotions in shaping one’s professional future.

Bagozzi closed the event by recalling his long-standing connection with Bologna Business School, which began in 2003 when he delivered the institution’s first commencement speech:  “I never stopped being a professor,” he said, “because research and teaching are part of my identity.”
 A reflection that perfectly captures the spirit of an event where academic excellence and practical application in organizational contexts came together.