Dr Thomas Webb

Biography

I am a social psychologist, interested in self-regulation and behaviour change. Specifically, I am interested in how people achieve their goals and make changes to their behaviour.

The usual answer is that people need to be motivated. However, even medium-to-large changes in people's intentions seem to have only a small-to-medium effect on their behaviour. In short, motivation is not enough. As a result, much of my research to date has investigated how the effects of motivation can be boosted by forming specific plans – known as 'implementation intentions' – that link good opportunities to act with suitable responses to those opportunities.