Evaluating the effects of implementation intention and self‐concordance on behaviour

The purpose of the present study was to investigate effects of implementation intentions on taking one multivitamin tablet, everyday, for 2 weeks, among individuals who endorsed self-concordant and self-discordant forms of motivation. A 2 (implementation intentions: yes, no) × 3 (motivation: self-concordance, self-discordance, control) experimental design was adopted with university students being exposed to manipulations of implementation intentions, self-concordance, and self-discordance (male = 110, female = 120, M age = 23.50 years, SD = 7.21). Results of the study indicated that while implementation intentions increased multivitamin intake for individuals who endorsed self-concordant and self-discordant forms of motivation, the combination of self-concordance and implementation intentions produced particularly enhanced levels of compliance on multivitamin intake. The implications of results of the present study to theory development and practice are discussed.