“…In this way, implementation intentions are thought to represent an efficient mechanism for goal attainment. By contrast, goal intentions (i.e., representations of overarching goals rather than specific cue-action links) may be less effective because they are more dependent on self-initiated behavior (Cohen, Bayer, Jaudas, & Gollwitzer, 2008;Gollwitzer & Sheeran, 2006; see also Achtziger, Gollwitzer, & Sheeran, 2008, for evidence that implementation intentions may in addition be triggered by internally generated cues such as craving for chocolate). In the cognitive neuroscience of prospective memory, it has been suggested that rostral prefrontal cortex (approximating BA 10) plays a crucial role due to the requirement to flexibly mediate the attentional balance between internally represented information (such as delayed intentions) and externally derived perceptual information relevant to the ongoing task (Burgess et al, 2008).…”