The model of action phases makes a distinction between motivational (goal setting) and volitional (goal implementation) phases of goal pursuit. The model implies that changing the behavior of individuals who are in a pre-decisional action phase (i.e., have not crossed the “Rubicon” yet with respect to turning their many wishes into binding goals) needs a different approach than changing the behavior of people who are in a post-decisional phase (i.e., have crossed the Rubicon and need to implement their goals). The model is, therefore, also known as the “Rubicon” model. What exactly needs to be targeted to achieve behavior change in pre-decisional versus post-decisional individuals is addressed in the mindset theory of action phases, which explicates the Rubicon model in terms of the relevant psychological processes. It is argued that solving the tasks people face while still being pre-decisional requires different modes of thought (i.e., mindsets conceived of as a distinct assembly of activated cognitive procedures) than solving the tasks people face in post-decisional phases. These distinct features of pre-decisional (deliberative) versus post-decisional (implemental) mindsets as specified in the model need to be considered when trying to instigate behavior change. Furthermore, research on the implemental mindset has led to the discovery of a powerful self-regulation strategy promoting goal striving: the formation of implementation intentions. The chapter also outlines psychological mechanisms that underpin the facilitating effects of implementation intentions on behavior change and, when forming implementation intentions, are expected to help people to reach their goals.

Abstract

The achievement of an identity is commonly construed as a choice between options, for instance, between becoming a physician or a chemist, a housewife or a professional. This approach, however, ignores the fact that identity choices, even when based on cumbersome deliberation, need to be followed up by implementational efforts. The present chapter focuses on this willful construction of a chosen identity (i.e., the implementation of identity goals) and attempts to delineate those features that distinguish it from other forms of goal-striving. More specifically, it is suggested that the pursuit of identity goals is enduring over time, as such goals cannot actually be completed and are not easily halted by failure. In fact, failure experiences invigorate identity goal pursuits, as suggested by various experiments demonstrating that identity-related failures affect subsequent identity-relevant performances positively. Moreover, it has been shown that identity-related social recognition hampers goal-directed efforts instead of facilitating them. Apparently, identity goals entail the mere claim to be, for example, a physician in the eyes of others (i.e., are represented on the level of social reality). The chapter also addresses issues of whether the willful pursuit of identities is moderated by people's framing of the identity goal in question (i.e., as a mastery goal as opposed to a learning goal, with a positive-outcome as opposed to a negative-outcome focus), and it discusses how the processes involved with choosing an identity differ from processes associated with the implementation of the chosen identity.