Does habit weaken the relationship between intention and behaviour? Revisiting the habit‐intention interaction hypothesis

Habitual behaviours are elicited when a familiar context activates cue‐behaviour associations that have been learned through previous performance. A core hypothesis within habit theory is that, by virtue of its automaticity, habit weakens the impact of intention on action, such that in facilitating conditions, action will be guided more by habit than momentary intentions. This has led to recommendations that habit formation be harnessed as a mechanism for sustaining desirable behaviour over time, when people would otherwise relapse due to loss of motivation. This article reviews theory and evidence around the hypothesized interaction between habit and intention as determinants of behaviour. We first qualify the hypothesis by clarifying that it pertains only to determinants of the instigation of action, rather than execution. Next, drawing on a systematic review of 52 behaviour‐prediction studies, we highlight mixed empirical support for the interaction. We argue that ostensibly inconsistent findings can be reconciled by recognizing the distinction between the direction and strength of intention, and identifying the “facilitating conditions” that may determine the relative influence of habit and intention on behaviour. Evidence demonstrates that when self‐control is diminished, people act habitually regardless of intention direction or strength. When people possess self‐control, habits can help people to act on favourable but weakened intentions, but intentions that oppose habitual tendencies can override habitual influence. This has important implications for behaviour change: even if habit has formed, a minimal level of favourable conscious motivation may be required to sustain behaviours over time. Social psychology might fruitfully move beyond asking whether habit moderates the intention‐behaviour relationship, and instead probe how and in which conditions habits and intentions interact.     

Implementation intentions: a look back at fifteen years of progress

Implementation intentions are if-then plans that spell out when, where, and how a set goal has to be put into action: If situation x is encountered, then I will perform behavior y!, thereby linking a critical situation with a goal-directed behavior. Over the last fifteen years, implementation intentions, as compared to simple goal intentions (I intend to reach z!), have demonstrated their effectiveness as self-regulation strategies in promoting desired behaviors or when unpleasant actions have to be carried out. By forming implementation intentions, the control of unwanted influences (e.g., temptations, bad habits, adverse self-states) on an ongoing goal pursuit can also be facilitated. Furthermore, implementation intentions have been shown to ease goal-directed actions in critical populations such as patients with a frontal brain lesion, schizophrenic patients, and opiate addicts in withdrawal, for whom the initiation problems of the goaldirected action are more accentuated.     

Breaking habits with implementation intentions: a test of underlying processes

Implementation intentions specifying the replacement of a habitual response with an alternative response in a critical situation can overrule habits. In three experiments the cognitive effects of such counterhabitual implementation intentions were investigated. Results showed that implementation intentions eliminated the cognitive advantage of the habitual means in the "horse race" with the alternative response. That is, in the control condition, the habitual means was more accessible than the alternative means on encountering the critical situation, but this was no longer the case when implementation intentions were formulated. However, the cognitive advantage of the habitual means was not immediately replaced by an automatic activation of the alternative means. This suggests that formulating counterhabitual implementation intentions increases individuals' flexibility to choose which behavior to perform in the critical situation but that actual behavior will depart from their habits only to the extent that individuals have strong alternative goal intentions.     

Staying grounded? Applying the theory of planned behaviour to explore motivations to reduce air travel

Air travel has been highlighted as a key environmental behaviour contributing to climate change. Given this, there is a surprising lack of theory-based research aimed at identifying factors that underpin motivation to reduce the number of flights taken. This study explored whether an extended theory of planned behaviour (TPB) model could be usefully applied to identify significant predictors of intentions to reduce the number of flights taken for leisure, holidays or to visit family or friends. Results supported the predictive utility of the TPB; the extended model was able to account for 52% of the variance in intentions over and above past behaviour and socio-demographic variables. Attitudes, subjective norms and behaviour-specific self-identity emerged as significant linear predictors. Findings support the utility of applying the TPB to air travel and suggest key variables which could be targeted in interventions to promote motivation to reduce the number of flights taken.     

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.     

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.     

Can we explain why some people do and some people do not act on their intentions?

Behavioural theorists have identified attitudes, perceived norms and self-efficacy as the important determinants of people's intentions to engage in a given behaviour. Because intentions predict behaviour, these same variables also account for a considerable amount of the variation in behaviour. Nevertheless, there is often a substantial proportion of the population who do not act on their intentions. While a recently proposed integrative theory of behaviour suggests that these 'failures' are due either to a lack of skills and/or to the presence of environmental constraints, it has also been argued that the determinants of intention may have a direct, as well as in indirect, effect on behaviour. This paper uses data from a longitudinal study (Project RESPECT) to explore the extent to which attitudes, perceived norms and self-efficacy explain why some people do and others do not act on their intentions to engage in a health protective behaviour. Although the data provide further evidence that these three variables account for a significant proportion of the variance in intentions (and behaviour), they perform poorly when predicting behaviour for persons with pre-existing high intentions. It may be reasonable to ask whether a 'new' theory is needed to explain why some people do, and some people do not, act on their intentions.     

Situating interventions to bridge the intention–behaviour gap: A framework for recruiting nonconscious processes for behaviour change

This paper presents a situated cognition framework for creating social psychological interventions to bridge the intention–behaviour gap and illustrates this framework by reviewing examples from the domains of health behaviour, environmental behaviour, stereotyping, and aggression. A recurrent problem in behaviour change is the fact that often, intentions are not translated into behaviour, causing the so‐called intention–behaviour gap. Here, it is argued that this happens when situational cues trigger situated conceptualizations, such as habits, impulses, hedonic goals, or stereotypical associations, which can then guide behaviour automatically. To be effective in changing such automatic effects, behaviour change interventions can attempt to change situational cues through cueing interventions such as priming, nudging, upstream policy interventions, or reminders of social norms. Alternatively, behaviour change interventions can attempt to change the underlying situated conceptualizations through training interventions, such as behavioural inhibition training, mindfulness training, or implementation intentions. Examples of situated behaviour change interventions of both types will be discussed across domains, along with recommendations to situate interventions more strongly and thus enhance their effectiveness to change automatic behaviour. Finally, the discussion addresses the difference between tailoring and situating interventions, issues of generalization and long‐term effectiveness, and avenues for further research.     

Using self-determination theory to examine the motivational correlates and predictive utility of spontaneous exercise implementation intentions

ObjectivesThis study adopted a self-determination theory approach to explore the correlates of a measure of spontaneous implementation intentions; designed to allow for volition in planning when, where, and how to exercise. The study further explored the relationship between spontaneous implementation intentions and measures of behavioural regulation, in explaining exercise behaviour.DesignThe initial sample of 253 (99 males, 153 females) Canadian University College students was reduced to 162 participants (63 males, 99 females) after three phases of data collection. Measures of spontaneous implementation intentions and the Behavioural Regulation in Exercise Questionnaire were completed during the first phase of data collection. Actual exercise behaviour was assessed two, then three weeks later.ResultsA standard regression analysis revealed that identified regulation significantly predicted spontaneous implementation intentions, accounting for 36% of the variance. A hierarchical regression analysis revealed that after the first step, identified regulation made a significant contribution accounting for 35% of the variance in exercise behaviour. The addition of spontaneous implementation intentions significantly increased the prediction of exercise by 8%. An investigation of the beta coefficients revealed that spontaneous implementation intentions reduced the effects of identification from .50 to .26 after taking into consideration the effects of spontaneous implementation intentions in the second step of the analysis. The indirect effect of identification on exercise via spontaneous implementation intentions was statistically significant (z=3.88, p<.05).ConclusionsPeople who exercise for more self-determined reasons are more likely to spontaneously form implementation intentions, and because implementation intentions have motivating effects, they might lead to more self-determined behaviour.     

Purchase and Consumption Habits: Not Necessarily What You Intend

Purchase and consumption behaviors in daily life often are repetitive and performed in customary places, leading consumers to develop habits. When habits have formed, environmental cues can activate the practiced responses in the absence of conscious decision making. This research tested these ideas using a longitudinal design. We predicted that regardless of their explicit intentions, consumers would repeat habits to purchase fast food, watch TV news, and take the bus. The results yielded the anticipated pattern in which participants repeated habitual behaviors even if they reported intentions to do otherwise. Intentions only guided behavior in the absence of strong habits. This study ruled out a number of artifactual accounts for these findings including that they arise from the level of abstraction at which intentions are identified, the certainty with which participants held intentions, a restriction of range in the measures, and the strategy participants used to estimate frequency of past performance.     

Shedding light on the psychological and behavioral determinants of travel mode choice: A meta-analysis

Mobility represents a relevant topic from the standpoint of environmental degradation, health-related consequences and social inclusion. Since private mobility is responsible for the greatest share of polluting emissions, it is necessary to gain deeper understanding of the mechanisms underpinning the choice of individuals to use either cars or alternative, environment-friendly transport modes. A meta-analysis on 58 primary studies is conducted to synthesize evidence on the determinants of travel mode choice, as regards both behavioral intentions and actual behaviors. Results suggest that, besides intentions, habits and past use represent the most relevant predictor, followed by constructs referring to the Theory of Planned Behavior framework. Environmental variables, on the other hand, play a relevant role in shaping behavioral intentions while their effect on actual behaviors is negligible, so that a deep intention behavior gap emerges. A moderator analysis is performed to explain the high heterogeneity in the results. Behaviors’ operationalization and measurement emerges as the moderator affecting heterogeneity of outcomes the most; trip purpose, sample type and year of the study also show a moderate effect on heterogeneity, while location does not appear to be a relevant moderator.     

A randomised controlled trial of the effects of implementation intentions on women's walking behaviour

The combination of low physical activity rates and increased cardiovascular deaths indicate the overwhelming need for behaviour change interventions that can effectively promote physical activity among sedentary women. This 11-week randomised controlled trial examined the effects of an implementation intentions intervention on sedentary women's walking behaviour. Seventy-five women (M age = 48.17) were randomly assigned to either a control group where they were required to self-monitor their daily pedometer-determined step count or to an experimental group where they were asked to form specific walking plans (i.e. implementation intentions) every 6 weeks and to self-monitor their daily pedometer-determined step count. Measures of exercise intentions, perceived behavioural control, scheduling and barrier self-efficacy were administered at baseline, week 6 and week 11. Analyses indicated higher step counts over the first 6 weeks for women in the experimental condition (p < 0.02). Furthermore, higher self-efficacy to schedule (p < 0.01) and overcome walking barriers (p < 0.03), as well as higher perceptions of behavioural control (p < 0.02) were found at week 11 for women in the experimental versus control condition. However, none of the control beliefs were found to mediate the effects of the intervention on the women's walking behaviour. Furthermore, the intervention did not have any effect on the strength of the goal intention–behaviour relationship. The findings suggest implementation intentions are an effective strategy for initiating leisure-time walking within sedentary women.     

Individual and collaborative implementation intentions and the promotion of breast self-examination

Implementation intentions, plans relating to when and where behaviours will be performed, have been effective in increasing health behaviour. Two studies are reported that test the impact of this strategy in promoting breast self-examination (BSE), a behaviour shown to aid the early detection of tumours. In study 1, 457 participants were randomly allocated to either implementation intention or control conditions. Implementation intentions significantly increased the likelihood of BSE at one month. The effect of the intervention was marginally significant at six months. Study 2 (N?=?101) tested the efficacy of a collaborative implementation intention intervention that required female participants to plan, with a partner, collaborative BSE performance. Results indicated that both implementation intentions and partner involvement were associated with BSE performance at one month, whilst the collaborative implementation intention intervention showed a 100% success rate. Collaborative implementation intentions may reduce forgetfulness. Interventions that encourage partner involvement in planning and enacting behaviour appear to enhance implementation intention utility.     

Identifying the ‘if’ for ‘if-then’ plans: Combining implementation intentions with cue-monitoring targeting unhealthy snacking behaviour

Implementation intentions aimed at changing unwanted habits require the identification of personally relevant cues triggering the habitual response in order to be effective. To facilitate successful implementation intention formation, in the present study, planning was combined with cue-monitoring, a novel way to gain insight into triggers for unhealthy snacking. It was tested whether keeping a cue-monitoring diary and tailoring implementation intentions accordingly improves plan effectiveness. A 2 Monitoring (cue-monitoring, control)?×?2 Planning (implementation intention, goal intention) between subjects design was adopted. Participants (N = 161) monitored their unhealthy snacking behaviour for a week using either a cue-monitoring or a control diary. Participants then formulated a goal intention or an implementation intention tailored to their personal cue. Snacking frequency and caloric intake from unhealthy snacks were examined using a seven-day snack diary. The results did not indicate an interaction but yielded a main effect of Monitoring. Cue-monitoring either or not combined with implementation intentions reduced unhealthy snacking behaviour compared with control. Findings emphasise the effectiveness of cue-monitoring, suggesting that on the short term, cue-monitoring suffices to decrease unhealthy snacking, without additional benefit from planning. Future research should examine whether supplementing cue-monitoring with implementation intentions is required to establish long-term behaviour change maintenance.     

Determinants of intentions to practise safe sex among 16–25 year-olds

This study aimed at predicting intentions to avoid casual sex and to use condoms, through self-efficacy, attitudes, optimistic bias in perceived risk, knowledge and past sexual risk behaviour. To this end, a mixed-sex sample of high school and university students between 16 and 25 years completed questionnaires at two points in time. Intentions to avoid casual sex were predicted positively by the attitude towards avoiding casual sex and assertiveness in sexual relationships, and negatively by communication about sex. The intention to use condoms was predicted positively by the perceived benefits of condom use, and negatively by past sexual risk behaviour and fatalism. Gender and sexual experience were found to have a moderating influence, implying that AIDS education should use different messages for these target groups. Since the results show that condom use is quite a powerful habit and that sexually non-active subjects had more positive intentions towards safe sex, AIDS education should start at a young age in order to establish safe sex habits from the beginning. © 1997 John Wiley & Sons, Ltd.     

Participants' perceptions of smartphone travel surveys

Smartphone travel surveys are becoming of central importance in collecting detailed, accurate data of people’s travel activities. As with their conventional survey counterparts, the quality of data collected through these surveys is adversely affected by participants’ non-response and resulting biases. However, little is known about the factors affecting people’s perceptions and intentions to continue participating in such surveys. Although literature has investigated the associations between individuals’ socio-demographic attributes and their likelihood of survey participation, the impact of their subjective perceptions and attitudes on their survey participation intentions and behaviour is underexplored. Hence, through a model of participants’ perceptions of smartphone travel survey applications (survey apps), this study aims to reveal such impacts and how they affect the participants’ intentions to continue participating in these surveys. In this study, a survey is designed and used to collect data in a smartphone travel survey before the participants are asked about their personal perceptions and attitudes. Partial least squares path modelling (PLS-PM) is applied to analyse the data, as it allows simultaneous estimation of the relationships between multiple latent constructs as well as the indicators of each construct. The results showed a significant, positive impact of the perceived “ease of use” and “usefulness” of the survey app as the technological medium of data collection on the participants’ “satisfaction” and “intention” to continue participating in the corresponding survey. The study also found that participants’ perceived “risk” associated with privacy concerns did not have any significant impact on their intention to continue participating in the survey.     

Speed behaviour as a choice between observing and exceeding the speed limit

Despite speed behaviour being defined as a choice between several possible speeds, studies using theory of reasoned action or theory of planned behaviour to predict and understand speed behaviour have focused on exceeding and not on observing the speed limit. This study examines whether the evaluation of exceeding but also of observing the speed limit contributes to improving predictions of self-reported speed behaviour and determining intentions to produce each of these two behavioural options. For a specific driving situation (straight road with 90 km/h speed limit), 238 young male drivers reported the speed at which they would drive at and where asked to assess the theory of planned behaviour key constructs with respect to observing and exceeding the speed limit by at least 20 km/h. Results showed that the amount of explained variance of self-reported speed behaviour, as well as intentions to observe and to exceed the speed limit by at least 20 km/h, increased significantly when the evaluations of the two options were introduced in the same stepwise regression analysis. Theoretical and practical implications of the results are discussed.     

Person-environment fit,job satisfaction and intentions to leave: The moderating effect of leader empowering behaviour

This study sought to determine the possible indirect effect of person-environment (PE) fit on intentions to leave via job satisfaction and the moderating effect of leader empowering behaviour on job satisfaction and intentions to leave the work organisation. Participants were 398 employees working for a retail company in Gauteng Province, South Africa (females = 68.6 %, blacks = 58 %; managerial = 5.8 %; age range = under 20 to 60 years +). They completed the Perceived Fit Scale, Job Satisfaction Scale, Turnover Intentions Scale, and the Leader Empowering Behaviour Questionnaire. Statistical mediation analysis (of PE on JS and IL), and moderation analysis (of LEB on JS and IL) were conducted. Results indicated that PE fit has an indirect effect on intentions to leave via job satisfaction. Leader empowering behaviour moderated the relationship between job satisfaction and intentions to leave. Low PE fit leads to job dissatisfaction and intentions to leave, therefore leaders should instil a sense of empowerment in employees to alleviate the impact of poor fit.     

The impact of attitudinal ambivalence on weight loss decisions: Consequences and mitigating factors

This research takes a new look at individuals' attitudes and intentions towards losing weight. Study 1 examines the relationship among those interested in losing weight and individual self‐evaluative ambivalence on attitude towards trying to achieve a weight loss goal and the intentions to achieve the weight loss goal. For Study 2, a between‐subjects experimental design, where attitudinal ambivalence and prior outcome feedback were manipulated and self‐efficacy was measured, is conducted to examine attitude towards eating healthier and intention to change eating behaviours. Findings across the two studies show that attitudinal ambivalence about the self and the individual's abilities and motivation to change the health behaviour produces a negative relationship between health‐related attitudes and intentions. We provide implications of how self‐efficacy and the provision of outcome feedback can alleviate the negative effect and improve the individuals' intentions to try to achieve a weight loss goal. Copyright © 2014 John Wiley & Sons, Ltd.