We assume that if someone really wants something, they’ll simply do it. But decades of research tell a different story: wanting is not the same as doing. This is what behavioral scientists call the intention–behavior gap: the mismatch between what you want and what you do.
📌 TL;DR
- Good intentions explain less than one-third of our actual behavior.
- Motivation is a starting point, but far from sufficient.
- Habits, context, and self-regulation often override what we intend to do.
- Systems — like automatic savings — are key to bridging the gap.
- Practical tools include if–then plans, habit formation, and designing your environment.
Think about the start of a new year. You’ve decided to exercise more, spend less time on your phone, eat healthier, or finally build that financial buffer. You mean it. You want it. You might even feel motivated and excited. But life gets in the way.
Weeks later, life looks surprisingly similar. The gym shoes are untouched, the pantry is stocked with potato chips, and your bank balance… well, let’s not talk about that.
One of behavioral science’s most robust findings: the intention–behavior gap
Psychologists have a name for this puzzle: the intention–behavior gap. It describes the discrepancy between what people intend to do and what they actually end up doing. And this gap is huuuuuge.
Meta-analyses show that even strong intentions explain less than one-third of actual behavior (Sheeran & Webb, 2016). That means the majority of our behavior cannot be predicted just by looking at what people say they want.
This explains why informational campaigns (“eat five vegetables a day,” “save for retirement”) are rarely effective on their own. They can increase knowledge and sometimes even motivation, but they do little to move people from wanting to doing. (We explored this before in our Foundational Piece on why information doesn’t change behavior).
The same pattern shows up in countless areas:
- People intend to eat healthier but keep reaching for snacks.
- They want to save more but struggle to grow their balance.
- They care about the environment but forget to sort the trash or recycle.
Intentions are essential — but they’re just the starting point.
Why do good intentions fail?
So, why is the gap so large? Research highlights a few main reasons:
❌1. Habits and automatic processes
Much of our behavior runs on autopilot. If you’re used to driving to work every morning, your intention to “cycle more” faces a powerful force of habit. Without disrupting that automatic cue–response cycle, intentions rarely stand a chance. (See our Piece on everyday habits for a deeper dive.)
❌2. Self-regulation problems
Intentions rely on willpower, and willpower is a limited resource. By the time evening comes, your resolve to “skip dessert” is often long gone.
❌3. Contextual barriers
Our environments are often set up against us. Shopping apps with one-click payment, supermarkets filled with promotions, or a workplace with constant snacks make it hard to stick to intentions.
❌4. Intention strength
Not all intentions are created equal. Stronger, more stable, and consistent intentions are more likely to predict behavior (Conner et al., 2022). But even then, the success rate is far from perfect.
The bottom line: motivation matters, but it isn’t enough.
How to close the intention-behavior gap: from wanting to doing
If good intentions don’t automatically lead to action, what does help? Behavioral science offers several proven strategies.
✅ 1. Implementation intentions (“if–then” plans)
Formulating concrete action plans makes intentions more likely to translate into behavior. Instead of “I’ll save more money,” try:
- “If my salary arrives, then I immediately transfer €200 to savings.”
- “If iI come home from work, then I put on my running shoes and go out the door.”
These simple rules link a trigger to an action, reducing the mental effort of deciding each time.
✅ 2. Systems over goals
Goals are about what you want. Systems are about how you get there.
Take saving money. Many people set a goal like “I want to save €2,000 for emergencies.” But the key is building a system that makes saving automatic:
- Automatic transfer: Move money to a savings account as soon as your salary arrives.
- Different banks: Park savings in a separate account, preferably at another bank, so you’re less tempted to dip into it.
- Fun money account: Create a small account just for “guilt-free spending.” This way, you enjoy spending on nice things without risking money meant for necessities such as rent or healthcare.
With systems, you don’t rely on willpower with every decision you make. You’ve designed the behavior into your environment.
✅ 3. Monitoring and feedback
“What gets measured gets managed.” Apps that show your growing savings balance, weekly progress emails from your gym, or even a calendar with habit streaks all help bridge the gap by keeping progress visible.
✅ 4. Environmental design
Make good behaviors easier and bad ones harder. For money: hide your savings balance in your banking app, freeze your credit card for online purchases or set a 24-hour delay before large expenses. For health: keep fruit on the counter and hide the cookies.
✅ 5. Habit formation
The ultimate way to close the gap is to make the desired behavior automatic. Small, repeated actions — like transferring €50 every month, or always walking the stairs — eventually become habits that no longer require conscious intention.
From theory to practice: a financial example
Let’s bring it all together with saving money.
- Intention: “I want to save money this year.”
- Typical outcome: By the second month, the resolution fades, expenses rise, and savings stall.
- Closing the gap:
- Make an if–then plan: If my salary comes in, then I transfer €200 to my savings account.
- Create a system: automatic transfer to a savings account at another bank.
- Add a fun money account: guilt-free spending, so saving doesn’t feel like deprivation.
- Track progress: monthly check-in on how much the savings pot has grown.
Suddenly, the same intention becomes a behavior.
Why this matters
The intention–behavior gap isn’t just an academic curiosity. It’s one of the most robust findings in behavioral science — and it explains why so many well-meaning interventions fail.
If you want to help people eat healthier, save more, live sustainably, or stick to medical advice, don’t stop at motivation.
Design systems, environments, and habits that make the right action the easy action.
So… how can you close the intention-behavior gap?
Intentions are the spark, but systems are the engine.
The real question is not “what do you want?” but “what have you put in place that makes it happen?”
Want more evidence-based strategies to move from “I want to” to “I did”?
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Reference
Sheeran, P. & Webb, T. L. (2016). The intention-behavior gap. Social and Personality Psychology Compass, https://doi.org/10.1111/spc3.12265
Conner, M. & Norman, P. (2022). Understanding the intention-behavior gap: The role of intention strength. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.923464
