“…Comparing results from the current meta‐analysis with those reported for physical activity, d + = 0.31 [ 10 ], and eating a low‐fat diet, d + = 0.49 [ 11 ], it is clear that the effect of forming implementation intentions on weekly alcohol consumption is considerably smaller, although, results for consumption are comparable to those reported by Black et al [ 44 ] in their meta‐analysis of computer‐delivered alcohol interventions ( d = 0.15). Forming implementation intentions may have had smaller effects on alcohol consumption compared to other health behaviours because consumption is often driven by contextual, cultural, environmental and social influences [ 51 , 52 , 53 ] and it is difficult for individuals to form implementation intentions that overcome these influences. Nonetheless, given their brevity, implementation intention interventions are likely to be low‐cost to deliver and, therefore, cost‐effective, despite their small effect on consumption [ 54 ].…”