Abstract
This article investigates the effects of implementation intentions that connect the suppression of alcohol consumption to socializing goals on the decision to accept an offer of a free alcoholic drink. Participants were university students (N = 48) who were randomly assigned to an implementation intention condition or a control condition. The results show that participants who formed implementation intentions were less likely to accept the offer of a free alcoholic drink than were participants who did not form implementation intentions. In addition, the results demonstrate that the implementation intention effect held among habitual alcohol drinkers. The results of the present study suggest that implementation exercises can successfully suppress habitual alcohol consumption.
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