Letting Good Opportunities Pass Us By: Examining the Role of Mind-Set during Goal Pursuit

It is generally accepted that forming an implementation intention promotes goal pursuit and achievement. Forming an implementation intention encourages people to develop a plan, to prepare for events that allow for the execution of the plan, and to efficiently respond to these opportunities. Yet, forming an implementation intention may not be universally beneficial. An implementation intention may encourage the use of means that are part of the plan but may discourage the use of efficacious means that are not part of the plan. Four experiments show that forming an implementation intention decreases the likelihood of responding to goal-directed, out-of-plan behaviors when a person is in a concrete mind-set. Limitations, implications, and directions for future research are discussed. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..