Working Theory: From Intention to Impact
Why Autumn Might Be Your Secret Weapon for Behaviour Change
(Autumn on the moors October 2024; Leila Ainge)
Working Theory is Part of the Psychologically Speaking series for paid subscribers, this first post is free.
Yes, I know it’s not autumn yet. But hear me out—September energy starts earlier than you think. Behaviour change science says so.
Where we follow the research.
In Working Theory, I draw on current studies from psychology, behavioural economics, and identity research to ask: what’s really going on here?
These are deep dives into the evidence shaping how we think, write, and belong online. This is where I make sense of the research, so you can apply it to your work, your rhythms, your communities.
And this one starts with a deceptively simple idea:
If you want to change your behaviour (or help others do the same), try saying “If X happens, then I’ll do Y.”
This planning technique, known as an implementation intention, has been well-studied since the 1990s (Gollwitzer, 1999). But a new study adds some nuance, and maybe a timely reminder as we move through spring, to summer and the autumn seasons.
Insight ≠ Action (Even When You Visualise It)
In December 2024, Messmer, Fenouillet, and Legrand published a study in The Journal of Social Psychology exploring how implementation intentions affect mental imagery and behaviour (Messmer et al., 2024).
Here’s what they found:
People who formed an if-then plan were more likely to visualise themselves taking the action.
But that imagery alone didn’t predict greater follow-through.
In other words: the spark was there, but it didn’t always take action.
That gap between insight and action? I’ve been following this thread fow a while on my blog and podcast
Are you inviting change with your writing?
If you’re writing on Substack, publishing a newsletter, or offering reflective work in digital spaces, chances are you’re inviting your readers to shift something: a mindset, a habit, a way of showing up.
That means your writing isn’t just creative, it's persuasive. And persuasion, in this context, is a form of behaviour change.
As someone who researches online communities, digital identity, and the imposter phenomenon (Clance & Imes, 1978, Ainge and Newman 2022), I see this a lot: people know what they want to do, but self-doubt, inconsistency, or context keeps getting in the way, and that’s why this kind of lab based research matters, it gives us more than theory, it offers tools for how to build trust, routine, and momentum in public work.
Autumn is a Behavioural Opportunity (Not Just a Mood)
Let’s add another layer: timing.
The psychologist Katy Milkman and colleagues (Dai et al., 2014) describe the Fresh Start Effect, where certain temporal landmarks, a birthday, a new week, the start of September, make us more motivated to pursue goals. These moments help us separate from “past me” and orient toward “future me.” In other words: autumn, just like New Year is a built-in psychological reboot.
Pair that with what Wendy Wood teaches us about habit formation (Carden & Wood, 2018), that context change is key, and we start to see the ingredients come together.
So if you’re thinking about a new publishing rhythm, a content series, or even relaunching a paused creative practice, now could be the perfect time to start shaping and scaffolding it.
This is where theory gets practical.
Implementation intentions help us automate behaviour.
(Gollwitzer, 1999)Visualising success is helpful, but not enough on it’s own.
(Messmer et al., 2024)Seasonal change creates the context shift needed for new routines.
(Milkman, 2021; Carden & Wood, 2018)
So whether you’re structuring your own practice or shaping content to support others, now is the perfect time to anchor that work in cues and timing.
Here are a few examples that might feel familiar:
If I make coffee, then I open my Substack draft.
If it’s Monday morning, then I post a reflective question to my readers.
If I scroll social media in the morning, then I leave myself one note about what I want to write that day.
None of this needs to be rigid. It just needs to be realistic, timely, and yours.
Why This Belongs in Psychologically Speaking
The work I do, whether it’s research, writing, or holding space for guided reflection, is rooted in something I return to again and again: how we build belonging and resilience in digital spaces, especially when identity is on the line.
Because when we write publicly we’re not just changing what we do. We’re negotiating who we are becoming, in full view of others. That’s exactly where imposter phenomenon experiences often surface, as a natural response to navigating uncertain ground.
Behaviour change psychology gives us language for that tension.
It helps us understand why we hesitate, not to pathologise it, but meet it with both compassion and structure, something solid to hold on to as we begin again, the type of renewal and seasonality we see in the environment around us.
I’m excited to share Working Theory and Field Notes with my paid subscribers, not because I think you need fixing, but because I know how helpful it can be to have language and tools that meet you where you are and actually use.
🧭 Your Practical Companion: A Field Note
This Working Theory piece is paired with a Field Note:
📝 Start Where the Season Starts, a practical guide to implementing this research in your own writing life or content design.
→Field Note #1
(Free this week — but future Field Notes will be for subscribers only.)
References
Carden, L., & Wood, W. (2018). Habit formation and change. Current Opinion in Behavioral Sciences, 20, 117–122. https://doi.org/10.1016/j.cobeha.2017.12.009
Clance, P. R., & Imes, S. A. (1978). The imposter phenomenon in high achieving women: Dynamics and therapeutic intervention. Psychotherapy: Theory, Research & Practice, 15(3), 241–247.
Dai, H., Milkman, K. L., & Riis, J. (2014). The fresh start effect: Temporal landmarks motivate aspirational behavior. Management Science, 60(10), 2563–2582. https://doi.org/10.1287/mnsc.2014.1901
Gollwitzer, P. M. (1999). Implementation intentions: Strong effects of simple plans. American Psychologist, 54(7), 493–503. https://doi.org/10.1037/0003-066X.54.7.493
Messmer, L., Fenouillet, F., & Legrand, E. (2024). Does forming an implementation intention lead individuals to spontaneously use visual mental imagery? The Journal of Social Psychology. Advance online publication. https://doi.org/10.1080/00224545.2024.2439945
Milkman, K. L. (2021). How to change: The science of getting from where you are to where you want to be. Penguin.