Goal Implementation : The benefits and costs of IF-THEN planning

A lthough the relationship between goals and behavior is substantial (Webb & Sheeran, 2006), even very motivated individuals at times fai! to act on their goals. In this chapter, we discuss the role of plans in linking goals with actual behavior. We focus specifically on a certain type of plan, an if-then plan known as an implementation intention, and review its place in the course of goal striving. We review the mechanisms underlying the effects of implementation intentions. Then, we address the benefits and costs associated with these mechanisms of implementation intentions, as weIl as if-then planning in general. Last, we discuss what personal and situational factors moderate the effectiveness of implementation intentions, as weIl as the formation of implementation intentions.