Action control by implementation intentions: Effective cue detection and efficient response initiation

Past research has demonstrated that implementation intentions (i.e., if-then plans) facilitate goal striving by two processes: increasing the activation of the anticipated situational cue (the if-process) and automating the goal-directed response to that cue (the then-process; Gollwitzer, 1999; Webb & Sheeran, in press). Two studies investigated the implications for the course of goal striving guided by implementation intentions. When implementation intentions achieved their effects by facilitating cue identification (the if-process), alternative cues were disregarded (Study 1). On the contrary, when implementation intentions achieved their effects by the automation of the critical response (the then-process), alternative goal-directed responses were still considered (Study 2). We discuss these results with respect to the functioning of implementation intentions and the use of alternative means in planned goal pursuit.