Whatever you say: changing transference-based problem behavior with if–then plans

Problem behaviors from past relationships – such as being overly submissive – can reemerge in current interactions via implicit cueing of a significant other (SO), consistent with the social-cognitive process of transference. While effortful strategies often fail to override these effects, implementation intentions (i.e. if – then plans;) have been shown to prevent transference’s cognitive signature: biased memory. However, it remains unclear whether behavioral effects can also be prevented. In two studies, participants motivated to change past problematic behaviors (e.g. failing to assert themselves with a dominant SO) learned about two new individuals – one subtly resembled the problematic SO. Participants were randomly assigned to form an implementation intention to ignore SO resemblance, a goal intention (Study 1), or no strategy. As predicted, biased memory emerged in the goal and no-strategy conditions but was eliminated with implementation intentions. Most importantly, implementation intentions also prevented transference-based behavioral effects: Compared to controls, participants in the implementation intention condition showed less readiness to be submissive and greater assertiveness, both in reaction time tasks (Studies 1–2) and in overt behavior during a live interaction (Study 2). These findings demonstrate that implementation intentions can successfully regulate transference, enabling meaningful behavioral change.