Self-regulation of consumer decision mak
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Peter M. Gollwitzer; Paschal Sheeran
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Article
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2009
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Elsevier Science
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English
β 290 KB
## Abstract People may use the selfβregulatory strategy of forming implementation intentions (i.e., ifβthen plans) to make better consumer decisions and facilitate the translation of those decisions into action. First, research on the mechanisms and effects of implementation intentions is reviewed.