A Behavioral Economic Analysis of the Intention–Behavior Gap

Abstract The primary aim of this article is to provide a function-based, behavioral-economic account of the intention–behavior gap. Intentions, characterized as self-instructions, are best understood functionally as self-mands and instances of problem solving. When a stated intention, the verbal product of self-instructing behavior, fails to function as an effective discriminative stimulus for intention-consistent behavior, the intention-behavior gap emerges. This framework views the gap as a lawful outcome of competing contingencies involving a trade-off between smaller-sooner and larger-later reinforcers. In particular, from a behavioral economic perspective, intention-inconsistent behavior can be conceptualized as an impulsive choice, or a preference for a smaller-sooner reinforcer over a larger-later one. Two key behavioral processes underlie this impulsive choice: excessive discounting of the larger-later reinforcer and excessive valuation of the smaller-sooner reinforcer. Self-control failure despite strong intentions is best explained by preference reversal, or a shift in preference from the larger-later reinforcer to the smaller-sooner reinforcer as the time to reinforcement approaches. Viewing the intention–behavior gap as a result of preference reversal yields heuristics for rebalancing competing contingencies, informing prevention and intervention strategies that promote behavioral, rather than merely intentional, change across a wide range of public issues influenced by impulsive choice.