Implementation Intentions

One of the best ways to modify behaviour and focus on hitting goals is to construct an ‘if-then’ plan, which follows this formula:

If situation X arises, then I will do Y.

Marketers use this technique to focus consumers on future behaviours by simply asking if they have been considered. While this doesn’t necessarily cause the behaviour to occur, it does nudge the consumer toward it by making the idea of it more salient in their mind. What is not considered now, may well be considered later, at the optimal time of performance.

Two ways of doing this:

The first is to simply ask questions about future behaviours. This draws attention to the behaviour in question by getting people to consider it. It’s not about asking someone to do something, which is likely to get dismissed, but asking someone whether they plan to do it.

Keeping in mind that people are generally poor predictors of their own future behaviour, this technique is still effective, especially when combined with social proof.

If there is a perception that the behaviour in question is already being performed by others close to them, or in one or more social groups of which they are apart, then it is likely that asking people to consider doing it will result in them actually doing it.

The second way to use implementation intentions is to call attention to identity. This works by taking advantage of a very malleable part of social behaviour known as the quantified self.

Acknowledging that a person’s identity is attributed to the actions they take, rather than to the thoughts and beliefs that elicit them, is a very effective nudge toward future behaviour. A strategy would look something like this: You drive to work every day, therefore you are a driver by nature of your actions.

Driving, in this case, is referred to as a component of a person’s identity. Most effective when used for mundane or habitual behaviours (such as driving) that people only think of in terms of doing and not being.

Implementation intentions: a neat little strategy that is very effective to nudge people toward performing future behaviours that they may, or may not have, considered.

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