Unintended Effects of Implementation Intentions on Goal Pursuit Initiation Vs. Persistence: Substitution and Acceleration

Jelena Spanjol, University of Illinois at Chicago, USA
Leona Tam, University of Wollongong, Australia
Jose Antonio Rosa, University of Wyoming, USA
This research develops new insights into implementation intentions' effects on goal striving initiation vs. persistence. Across three studies, we identify and empirically explore two novel effects of implementation intentions under different conditions of regulatory fit, i.e. substitution and acceleration effects.
[ to cite ]:
Jelena Spanjol, Leona Tam, and Jose Antonio Rosa (2012) ,"Unintended Effects of Implementation Intentions on Goal Pursuit Initiation Vs. Persistence: Substitution and Acceleration", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 924-925.