Strategic regulation of mimicry effects by implementation intentions

• Mimicry effects are difficult to regulate as people are not usually aware of their influence.
• In two studies, planning with implementation intentions regulated mimicry effects.
• Planning how to be unprejudiced strengthened the mimicry–liking effect for unlikable others.
• Planning how to be thrifty weakened the persuasive effects of being mimicked on spending.
• Mere goal intentions to be unprejudiced or thrifty did not regulate mimicry effects.

Although mimicry generally facilitates social interaction, sometimes mimicry effects can hamper pursuit of focal goals. Two studies tested whether the self-regulation strategy of forming implementation intentions (i.e., planning in advance the when, where, and how of one's goal striving) can be used to regulate mimicry effects. In Study 1, implementation intentions to be non-prejudiced ensured that mimicking increased attraction even for an unlikable person. In Study 2, implementation intentions to be thrifty reduced participants' susceptibility to the persuasive effects of being mimicked. Mere goal intentions to be non-prejudiced and to be thrifty did not suffice to regulate mimicry effects. We conclude that the strategic automaticity accomplished by implementation intentions allows people to intentionally strengthen (Study 1) and weaken (Study 2) mimicry effects in line with their goals. Implications for the effective self-regulation of mimicry effects are discussed.