Intention Action Gap

What is the intention-action gap?

The intention-action gap, also called the intention-behavior gap, is the difference between what a person intends to do and what they later do. It describes a mismatch, not a single cause. An intention may change, an opportunity may disappear, or a person may lack the resources or skills to act.

Why intentions do not always become actions

Webb and Sheeran (2006) synthesized 47 experiments in which interventions changed intentions. Changes in behavior were smaller, on average, than changes in intention. This shows why reported motivation alone is an incomplete measure of an intervention’s result.

Example of the intention-action gap

Someone plans to exercise after work but is called into a late meeting. The intention was real; the opportunity changed. Another person may have the time but no longer want to exercise. The same missed action can have different explanations.

Addressing the intention-action gap

For an intended activity, examine when and where action was possible and what prevented it. Planning, reminders, or support address different obstacles; none should be assumed to close every gap. Action control concerns monitoring and adjusting action after a goal has been set.

Measure intentions and behavior over a suitable period and specify the same action in both measures. Otherwise, an apparent gap may partly reflect mismatched questions or changing circumstances.