Bridging the intention-behavior gap: Promoting implementation intentions through persuasive appeals

The potential of using implementation intentions-action plans that link a critical situational cue to a specific goal-directed behavior-to bridge the intention-behavior gap in consumer behavior has been limited by the practice of using explicit instructions to induce the construct. In two studies, we therefore tested the effectiveness of an indirect, persuasive strategy that benefits from the positive consequences of implementation intentions by 'mimicking' their underlying psychological processes. Experiment 1 showed that a strategy presenting vivid information on critical cues and appropriate behavioral responses affected mental imagery. Experiment 2 demonstrated that this strategy affected actual purchase behavior.