Participants made choices after the salience of their social identities was manipulated. Choices assimilated to the salient identity, whether that identity stemmed from a person's role (e.g., student, family member) or culture (e.g., Chinese, American). Thus, the preferences that participants...

It is generally accepted that forming an implementation intention promotes goal pursuit and achievement. Forming an implementation intention encourages people to develop a plan, to prepare for events that allow for the execution of the plan, and to efficiently respond to these opportunities....