Intention-behaviour gap
The difference between what people say they'll do and what they actually do. Intentions predict behaviour, but loosely: about half of people with good intentions don't follow through.
In plain English
Saying yes in a survey costs nothing; acting costs money, time or effort later. A review of 422 studies found an average correlation of 0.53 between intentions and behaviour, so intentions explain about 28% of the differences in what people do. Intentions predict who won't act better than who will. To forecast behaviour, measure behaviour: pre-orders, deposits, real offers.
Uncle Gary explains
40% of surveyed customers said they would buy the new premium plan. Six months after launch, 4% had switched.
Why it matters for your money
Investors say they'll buy when prices fall; fund flows often show them selling. Plans that rest on stated intentions need a record of actual behaviour.
Where we tested it
Related terms
All glossary terms. Educational content, not financial advice.