Effects of implementation intentions and regulatory fit on subjective binge eating

Introduction: Implementation intentions are if-then plans linking behavior with contextual features, thereby preventing goal shifts away from superordinate goals. Implementation intentions may be an addition to standard treatment for binge eating due to their limited use of cognitive resources. Implementation intention effects may be increased by matching implementation intentions to people’s regulatory focus. Regulatory focus theory is a goal-pursuit theory emphasizing the relationship between peoples’ motivational orientations and the way they pursue goals. Methods: In a sample of students with subjective binge eating, reductions in binge eating were compared between two implementation intention conditions, one in accordance with participants’ regulatory focus and one opposite, and two control conditions with only goal setting. Results: Compared to control, both implementation intention conditions showed significant, long-lasting reductions in subjective binge eating. Regulatory focus showed no additional effects. Discussion: Three implementation intention sessions targeting subjective binge eating proved a promising intervention leading to long-term reductions in subjective binge eating. Future research should address its usefulness in clinical populations.