Disclosed are apparatus and methods for performing actions with respect to objects. An object having an action tag, that specifies that a particular action script is to be performed with respect to the object, is provided. The action tag can be in the form of a textual label or any suitable user interface object that can be associated with the object. A search is then performed in a plurality of reference action tags, that each correspond to a different action script, for the provided action tag. When a matching reference action tag is found for the provided action tag, the corresponding, matching action script is then invoked so that the matching action script is automatically performed with respect to the object. Embodiments of the present invention also provide an action tag management architecture that is independent of the actions that are triggered by the action tags associated with particular objects and, accordingly, provides flexibility by allowing the set of actions to be expanded without requiring code changes to the tag management architecture.