ABSTRACT
Implementation intentions (Gollwitzer, 1993, 1999, 2014) are if-then plans that help individuals attain their goals. Implementation intentions have proven benecial in various domains in which individuals fall short of attaining their goals, from health behaviour through academic achievement to interpersonal issues (for reviews, see Adriaanse, Vinkers, De Ridder, Hox, & De Wit, 2011; Bélanger-Gravel, Godin, & Amireault, 2013; Gollwitzer & Sheeran, 2006; Gollwitzer, 2014; Hagger & Luszczynska, 2014). The aim of this chapter is to present research on how implementation intentions inuence the aective, cognitive and conative components of consumer behaviour. We outline the nature of implementation intentions and describe moderators and mediators identied in previous research. Next, we adopt the perspective of comprehensive models of consumer behaviour (e.g., Bettman, 1979; Blackwell, Miniard, & Engel, 2006; Howard & Sheth, 1969) and systematically review implementation intention eects along the lines of these models. Specically, we describe how implementation intentions aect information acquisition (i.e., perception, processing and comprehension), components of the decision process (i.e., pre-and post-decisional evaluation) and internal and external inuences on behaviour (i.e., aect, norms, priming and mimicry) in consumer context. We conclude by outlining topics for future research on implementation intentions in the domain of consumer behaviour.
