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An implementation intention is a self-regulatory strategy in the form of if-then-plans that can lead to better goal attainment, as well as create useful habits and modify problematic behaviors. It is subordinate to goal intentions as it specifies the when, where and how portions of goal-directed behavior.
In its most basic formulation, implementation intentions address everyday situations where a person could respond more effectively and more sustainably towards a goal (e.g. improving a personal relationship), and the technique acknowledges the fact that most have no troubles defining concrete and attainable goals as well as plans, but often have trouble identifying a situation where an action would be very effective for attaining the goal.
Though if-then-plans create habits, the key difference is that the technique creates habits consciously. Each if-then-plan creates a new habit which, in turn, improves the user's life in one or several aspects.
The concept of implementation intentions was introduced in 1999 by psychologist Peter Gollwitzer.[1] Studies conducted by Gollwitzer in 1997 and earlier show that the use of implementation intentions can result in a higher probability of successful goal attainment, by predetermining a specific and desired goal-directed behavior in response to a particular future event or cue.[2]