Peter Gollwitzer (born 1950) is a professor of psychology in the Psychology Department at New York University. His research centers on how goals and plans affect cognition, emotion, and behavior.Gollwitzer has developed several models of action control: the Theory of Symbolic Self-Completion (with Robert A. Wicklund); the Rubicon Model of Action Phases (with Heinz Heckhausen); the Auto-Motive Model of Automatic Goal Striving (with John A. Bargh); the Mindset Theory of Action Phases (MAP); and the distinction between action control by Goal Intentions vs. Implementation Intentions (i.e., if-then plans). Wikipedia
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