Oops, I did it again - relapse errors in routinized decision making

In two experiments, we assessed the effects of decision routines on the effectiveness of implementing routine-deviation intentions in binary decisions. Frequency of prior routine repetition and time pressure were varied as the independent variables. We assumed that, under severe time pressure, individuals will tend to maintain their routine when re-encountering the same choice problem, even after having formed the intention to choose an alternative behavior. Under severe time pressure (700ms/choice), participants committed relapse errors in over 70% of their choices, i.e., they chose the routine counter to their deviation intention. Under mild time pressure (1400 ms) relapse errors occurred in less than 30% of the choices. The prevalence of relapse errors under severe time pressure was equally high in weak and strong routine decisions. Relapse errors occurred even though participants had formed implementation intentions and were paid contingent upon their performance. (C) 2003 Elsevier Inc. All rights reserved.