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Speeding behavior, goal intentions and theoretically derived motivational pre-cursors of goal intentions were measured at both baseline and follow-up (one month later) using self-report questionnaires.
Implementation intentions have the potential to break unwanted habits and help individuals behave in line with their goal intentions.
Two experimental studies showed that exposure to food temptations, compared to a control condition, yielded enhanced goal importance (Study 1), goal intentions, and goal-directed behavior (i.e., healthy eating; Study 2).
The findings imply that implementation intentions are effective at reducing speeding and that they do so by weakening the effect of habit, thereby helping drivers to behave in accordance with their existing goal intentions.
This effect was specific to 'inclined abstainers' (i.e., participants who reported speeding more than they intended to at baseline and were therefore motivated to reduce their speeding) and could not be attributed to any changes in goal intentions to speed or any other measured motivational construct.
Gollwitzer [ 31] has made the distinction between goal intentions' and 'implementation intentions'.
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Also in line with the hypotheses, implementation intentions attenuated the past-subsequent speeding behavior relationship and augmented the goal intention – subsequent speeding behavior relationship.
The first is to assist the person to form a behavioural goal intention.
Goal intention has to be distinguished from implementation intention: while goal intention is the focal point of the pre-decisional phase, implementation intention refers to action and the post-decisional phase [ 15].
In weeks 2 and 3, participants again wrote down the goal intention twice in order to reinforce the intention.
By contrast, 'implementation intentions' are explicit plans about when and where a goal intention will be achieved [ 31].
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CEO of Professional Science Editing for Scientists @ prosciediting.com