"Instant success": turning temptations into cues for goal-directed behavior

Contrary to lay intuition, counteractive control theory posits that tempting food cues can help individuals to act in accordance with their long-term dieting goal. However, studies have shown that temptations trigger goal-directed behavior only in successful but not in unsuccessful self-regulators. The aim of the present study was to test whether it is possible to create facilitated temptation-goal associations in unsuccessful dieters using implementation intentions (e.g., "If I see or smell chocolate then I will follow my goal to diet") and whether this indeed stimulates more successful self-regulation. It was found that implementation intentions linking a temptation to a dieting goal lead to self-perceived improved resistance to (Study 1) as well as reduced consumption (Study 2) of tempting snacks compared to a control condition. Moreover, Study 2 revealed that the reduced snack consumption was indeed related to facilitated temptation-goal associations in participants who had formed implementation intentions.     

Big Picture,Bad Outcomes: When Visual Perspectives Harm Health Goal Pursuit

People often fail to achieve health goals, which compromises their well‐being. Prior research suggests that seeing events through an observer's eyes (i.e., adopting a third‐person perspective) should facilitate goal pursuit. However, we find that third‐person perspectives discourage goal‐consistent intentions and behavior for health goals when goal centrality is low (i.e., the goal is peripheral to one's self‐concept). In Experiment 1, people who adopted a third‐person perspective chose more sugary foods if they considered a healthy eating goal to be more peripheral to the self. Experiment 2 examines why a third‐person perspective can hinder goal pursuit; it encourages a breakdown in implemental thinking which, in turn, increases negative self‐conscious emotions. While high goal centrality buffers people from negative effects on goal intentions, low centrality does not. Experiment 3 demonstrates that this effect is robust when goal centrality is manipulated. We recommend that consumers pursuing health goals (and individuals who support them) exercise caution when employing perspective‐based strategies, as they may backfire for people at greatest risk of goal abandonment.     

Through the eyes of dieters: Biased size perception of food following tempting food primes

Why do some dieters succeed in controlling their diet while others do not? This research focused on a perceptual process—size perception of food objects—that may moderate the success of dieters in self-control dilemmas. We assessed successful and unsuccessful dieters' size perception of palatable food (Study 1) and diet-food (Study 2) after pre-exposing them to tempting food primes. Dieters perceived palatable food as bigger when primed with tempting food (vs. control prime), regardless of self-regulatory success in dieting (Study 1). Palatable food thus looms larger for both unsuccessful and successful dieters when in a “hot” state. In contrast, the perceived size of diet-food was increased by a tempting food prime only for successful dieters, but decreased for unsuccessful dieters (Study 2). These results are interpreted in terms of differences in the mental accessibility of competing goals (eating enjoyment vs. dieting) in successful vs. unsuccessful dieters. Indeed, when the dieting goal was made accessible for all dieters by a diet prime, even unsuccessful dieters perceived diet-food as bigger (Study 2). This research provides insight into a perceptual process that may be detrimental or beneficial in resolving self-control conflicts in the domain of eating and dieting behavior—and probably other domains of self-control as well.     

Implementation intentions and shielding goal striving from unwanted thoughts and feelings

Forming an implementation intention or "if-then plan" promotes the attainment of different types of goals (Gollwitzer, 1999; Gollwitzer & Sheeran, 2006). So far, research on implementation intentions has focused on the initiation of goal striving, whereas the issue of shielding of ongoing goal striving has been largely neglected. In two field experiments concerned with dieting (Study 1) and athletic goals (Study 2), goal shielding was supported by implementation intentions geared at controlling potentially interfering inner states (i.e., cravings for junk food in Study 1, and disruptive thoughts, feelings, and physiological states in Study 2). In both experiments, forming if-then plans enhanced the rate of goal attainment. Thus, implementation intention formation can be used to promote the realization of desired outcomes not only by facilitating getting started with goal striving but also by preventing goal striving from straying off course.     

Healthy cognition: processes of self-regulatory success in restrained eating

Two studies examined self-regulatory success in dieting. Previous research has indicated that restrained eaters (i.e., chronic dieters) might fail in their attempts at weight control because the perception of attractive food cues triggers hedonic thoughts about food and inhibits their dieting goal. However, recent work suggests that in some dieters, temptation cues activate the relevant goal and thus facilitate self-regulation. The present work extends these findings by showing that self-regulatory success moderates the effect of food cues on restrained eaters such that food cues activate the dieting goal in successful restrained eaters and inhibit the dieting goal in unsuccessful restrained eaters. The specific time course of these effects was examined. Moreover, a correlational study revealed that only successful restrained eaters translate their dieting intentions into action. Results are discussed in the context of nonconscious self-regulation and the role of automatic processes in the link between intention and behavior.     

Cooling the heat of temptation: Mental self‐control and the automatic evaluation of tempting stimuli

The present research investigated whether mental self‐control strategies can reduce the automatic positivity elicited by tempting stimuli. In two studies employing chocolate as the temptation of interest, we found that participants instructed to imagine a chocolate product in a nonconsummatory manner exhibited significantly less automatic positivity with regard to the product as compared to participants instructed to imagine the hedonic, consummatory aspects of the product and control participants engaged in a neutral task. These findings were replicated in a second study. Additionally, in Study 2 we found that automatic evaluations of chocolate were lowest for participants instructed to form implementation intentions to refrain from consumption. Taken together, these findings demonstrate that mental self‐control strategies such as nonconsummatory transformation and implementation intentions extend to the level of automatic processing by reducing the positivity of automatically activated affective responses. Copyright © 2009 John Wiley & Sons, Ltd.     

Asking “why” helps action control by goals but not plans

The present research investigated whether asking “why” concerning the pursuit of one goal can affect the subsequent pursuit of a previously chosen goal. Asking “why” should activate cognitive procedures involving deliberation over the pros and cons of a goal (why-mindset). This mode of thinking should spill over to subsequently pursued goals, with different consequences for goal striving guided by goal intentions and for goal striving guided by implementation intentions (if-then plans). As goal intentions guide behavior by effortful top-down action control processes motivated by the expected value of the desired outcomes, being in a why-mindset should induce defensive postdecisional deliberation and thereby promote goal pursuit. In contrast, implementation intentions guide behavior by automatic bottom-up action control processes triggered by the specified situational cues; in this case, being in a why-mindset should eliminate the effects implementation intentions have on goal pursuit. Performance on a handgrip self-control task (Study 1) as well as on a dual-task (simultaneous go/no-go task and tracking tasks; Study 2) supported these predictions: why-mindsets reinforced goal intention effects and impaired implementation intention effects on handgrip and dual-task performance. Implications for effective goal striving are discussed.     

How formulating implementation plans and remembering past actions facilitate the enactment of effortful decisions

Building on prior research studying effortful decision making and enactment processes (Bagozzi, Dholakia, & Basuroy, 2003; BDB), we identify and provide an in‐depth understanding of two specific self‐regulatory strategies: (1) formulating an implementation plan, and (2) remembering past actions, that decision makers can use in facilitating enactment of effortful decisions. The results of three experiments, in which the decision maker's goal and self‐regulatory strategy were manipulated, showed that for goals that decision makers chose volitionally, the motivational effects of both these strategies lay in increasing levels of proximal implementation‐related variables (implementation intentions, plan completeness, plan enactment, and goal realization) significantly. In contrast, for goals that were assigned to participants, these strategies' motivational effects additionally extended to significantly increasing distal goal‐related variables (goal desire, goal intentions, perceived self‐efficacy, and implementation desires). The theoretical implications of our findings are discussed, and future research opportunities are explored. Copyright © 2007 John Wiley & Sons, Ltd.     

Blocked goals, persistent action: Implementation intentions engender tenacious goal striving

Research on goal attainment has demonstrated that people are more likely to reach their goals when they form implementation intentions. Three experiments tested whether implementation intentions lead to tenacious goal striving following blockage of an initial attempt to reach the goal. In all three experiments some participants were instructed to form an implementation intention and other participants were not. Subsequently, the initial goal-directed attempt of all participants was unexpectedly blocked. Experiment 1 found that implementation intentions resulted in more attempts to realize one’s goal. Experiment 2 showed that when participants formed an implementation intention their repeated attempt was acted out as intensely as their first, blocked attempt. Experiment 3 found that implementation intentions still allow people to seize an alternative, more onerous means to realize their intention. These results imply that implementation intention conserve self-regulatory strength. After goal blockage, the remaining strength can be used to continue goal-directed action.     

Implementation intentions, perfectionism, and goal progress: perhaps the road to hell is paved with good intentions

Two studies explored whether perfectionism moderates the impact of implementation intentions on goal progress. Study 1 used an implementation intention manipulation to examine the effects of these plans in interaction with perfectionism on the progress of New Year's resolutions. Study 2 added a repeated implementation intention condition and monitored affect and monthly goal progress. The results of both studies revealed a significant backfire effect of the implementation intentions on goal progress for participants high on a particular dimension of perfectionism (socially prescribed perfectionism). These perfectionists reported doing significantly worse at reaching their personal goals when they were asked to formulate implementation intentions than when they completed a control exercise. There also was evidence that implementation planning aroused negative affect for socially prescribed perfectionists. These results are the first to suggest that implementation planning may be contra-indicated for individuals with self-critical tendencies.     

As pleasure unfolds. Hedonic responses to tempting food

Why do chronic dieters often violate their dieting goals? One possibility is that they experience stronger hedonic responses to tempting food than normal eaters do. We scrutinized hedonic processing in dieters and normal eaters (a) by manipulating food preexposure and (b) by assessing both immediate and delayed hedonic responses to tempting food with an adapted affect-misattribution procedure. Without food preexposure, dieters showed less positive hedonic responses than normal eaters (Study 1). When preexposed to tempting-food stimuli, however, dieters exhibited more positive delayed hedonic responses than normal eaters (Studies 1 and 2). Furthermore, delayed hedonic responding was meaningfully related to self-reported power of food and state cravings (Study 2). These findings suggest that dieters experience difficulties in down-regulating hedonic affect when in a "hot" state and that self-regulation research may benefit from a greater emphasis on temporal dynamics rather than static differences.     

Implementation intentions do not enhance all types of goals: The moderating role of goal difficulty

Three studies tested whether Gollwitzer and Brandst?tter’s (1997) failure to find an implementation effect for easy goals was due to a ceiling effect, to the moderating effect of previously formed habits, or to a moderating effect of earlier implementation intentions. The studies strongly indicated that easy goals did benefit from forming implementation intentions (i.e., specifying where or when one would perform the action). This suggests that Gollwitzer and Brandst?tter’s failure to find significant implementation effects for easy goals was due to a ceiling effect and not to other moderating effects. However, in the three experiments, we found no positive effect of implementation intentions for the enactment of goal-related behavior corresponding to a certain type of difficult goal. More specifically, when the focus was on the outcome of goal-directed action rather than on the goal-directed actions themselves, implementation intentions specifying when or in what conditions the relevant actions were to be performed did not enhance enactment. When the focus was on the goal-directed actions, we replicated the positive effect of forming implementation intentions. We argue that specifying when or where a goal-directed action should be enacted does not enhance enactment when the actor is not aware of the actions that are required to reach the goal. Possibly, implementation intentions specifying what one should do (rather than where or when) might be more helpful to enhance enactment rates of this type of goal.     

The interplay between goal intentions and implementation intentions

Two studies tested whether action control by implementation intentions is sensitive to the activation and strength of participants' underlying goal intentions. In Study 1, participants formed implementation intentions (or did not) and their goal intentions were measured. Findings revealed a significant interaction between implementation intentions and the strength of respective goal intentions. Implementation intentions benefited the rate of goal attainment when participants had strong goal intentions but not when goal intentions were weak. Study 2 activated either a task-relevant or a neutral goal outside of participants' conscious awareness and found that implementation intentions affected performance only when the relevant goal had been activated. These findings indicate that the rate of goal attainment engendered by implementation intentions takes account of the state (strength, activation) of people's superordinate goal intentions.     

Weakness of the will: Is a quick fix possible?

Weakness of the will may lead to ineffective goal striving in the sense that people lacking willpower fail to get started, to stay on track, to select instrumental means, and to act efficiently. However, using a simple self-regulation strategy (i.e., forming implementation intentions or making if–then plans) can get around this problem by drastically improving goal striving on the spot. After an overview of research investigating how implementation intentions work, I will discuss how people can use implementation intentions to overcome potential hindrances to successful goal attainment. Extensive empirical research shows that implementation intentions help people to meet their goals no matter whether these hindrances originate from within (e.g., lack of cognitive capabilities) or outside the person (i.e., difficult social situations). Moreover, I will report recent research demonstrating that implementation intentions can even be used to control impulsive cognitive, affective, and behavioral responses that interfere with one’s focal goal striving. In ending, I will present various new lines of implementation intention research, and raise a host of open questions that still deserve further empirical and theoretical analysis.     

Implementation intentions do not enhance all types of goals: The moderating role of goal difficulty

Three studies tested whether Gollwitzer and Brandstätter’s (1997) failure to find an implementation effect for easy goals was due to a ceiling effect, to the moderating effect of previously formed habits, or to a moderating effect of earlier implementation intentions. The studies strongly indicated that easy goals did benefit from forming implementation intentions (i.e., specifying where or when one would perform the action). This suggests that Gollwitzer and Brandstätter’s failure to find significant implementation effects for easy goals was due to a ceiling effect and not to other moderating effects. However, in the three experiments, we found no positive effect of implementation intentions for the enactment of goal-related behavior corresponding to a certain type of difficult goal. More specifically, when the focus was on the outcome of goal-directed action rather than on the goal-directed actions themselves, implementation intentions specifying when or in what conditions the relevant actions were to be performed did not enhance enactment. When the focus was on the goal-directed actions, we replicated the positive effect of forming implementation intentions. We argue that specifying when or where a goal-directed action should be enacted does not enhance enactment when the actor is not aware of the actions that are required to reach the goal. Possibly, implementation intentions specifying what one should do (rather than where or when) might be more helpful to enhance enactment rates of this type of goal.     

Sweets,Sex, or Self‐Esteem? Comparing the Value of Self‐Esteem Boosts With Other Pleasant Rewards

Abstract Many people ascribe great value to self‐esteem, but how much value? Do people value self‐esteem more than other pleasant activities, such as eating sweets and having sex? Two studies of college students ( Study 1 : N=130; Study 2 : N=152) showed that people valued boosts to their self‐esteem more than they valued eating a favorite food and engaging in a favorite sexual activity. Study 2 also showed that people valued self‐esteem more than they valued drinking alcohol, receiving a paycheck, and seeing a best friend. Both studies found that people who highly valued self‐esteem engaged in laboratory tasks to boost their self‐esteem. Finally, personality variables interacted with these value ratings. Entitled people thought they were more deserving of all pleasant rewards, even though they did not like them all that much (both studies), and people who highly value self‐esteem pursued potentially maladaptive self‐image goals, presumably to elevate their self‐esteem ( Study 2 ).     

Death Can Be Good for Your Health: Fitness Intentions as a Proximal and Distal Defense Against Mortality Salience1

Although terror management theory has stimulated a wide body of research, no research to date has demonstrated empirically that intentions to engage in health‐oriented behavior can function as a terror management defense. Toward this end, the present studies examined whether increased fitness intentions could be used as both a direct defense against conscious concerns with death, but also as an indirect defense against unconscious death concerns among individuals for whom fitness is important to their self‐esteem. In Study 1, both high and low fitness esteem participants responded to reminders of mortality with immediate exaggerated fitness intentions, relative to controls. Study 2 replicated this effect, but also found that a similar increase in fitness intentions only emerged following a delay when fitness was important to the individuals’ self‐esteem. Discussion focuses on the implications for different types of psychological defense on heath‐related behavior.     

Implicit Theories About Willpower Predict Subjective Well‐Being

Lay theories about willpower—the belief that willpower is a limited versus nonlimited resource—affect self‐control and goal striving in everyday life (Job, Dweck, & Walton, 2010). Three studies examined whether willpower theories also relate to people's subjective well‐being by shaping the progress they make toward their personal goals. A cross‐sectional (Study 1) and two longitudinal studies (Studies 2 and 3) measured individuals’ willpower theories and different indicators of subjective well‐being. Additionally, Study 3 measured goal striving and personal goal progress. A limited theory about willpower was associated with lower subjective well‐being in a sample of working adults (Study 1, N = 258). Further, a limited theory predicted lower levels of well‐being at a time when students faced high self‐regulatory demands (Study 2, N = 196). Study 3 (N = 157) replicated the finding that students with a limited theory experienced lower well‐being in phases of high self‐regulatory demands and found that personal goal progress mediated this relationship. Results suggest that the belief that willpower is based on a limited resource has negative implications not only for self‐control but also for personal goal striving and subjective well‐being.     

Overcoming the planning fallacy through willpower: effects of implementation intentions on actual and predicted task‐completion times

Previous work has shown that people often underestimate their task‐completion times (Buehler, Griffin, & Ross, 1994 ). The present research examined whether this optimistic bias may be reduced through the formation of implementation intentions. In an experimental study, participants were requested to complete an assignment within a specified time period. Half of these participants made implementation intentions about where and when they would complete the assignment. The remaining participants were simply given the goal of completing the assignment. The results showed that furnishing participants' goals with implementation intentions led to (a) more optimistic completion predictions, (b) an even greater increase in actual rates of goal completion, and, consequently, (c) a significant reduction in optimistic bias in completion predictions. Furthermore, the reduction in optimistic bias among implementation–intention participants was found to be mediated by a smaller number of interruptions while working on the assignment. Together, these findings attest to the importance of implementation planning in overcoming unrealistic optimism in task‐completion predictions. Copyright © 2000 John Wiley & Sons, Ltd.     

Using Mental Imagery to Enhance the Effectiveness of Implementation Intentions

Past research shows that forming implementation intentions increases the probability of carrying out goals. The present research proposes that mental imagery can strengthen the effects of implementation intentions on goal achievement. Participants were assigned a mundane goal and were randomly assigned to one of two conditions: implementation intentions only or implementation intentions plus mental imagery. Results support the hypothesis that using mental imagery when forming implementation intentions leads to higher rates of goal achievement.