Brief report: effect of dietary restraint on fruit and vegetable intake following implementation intentions.

This study explored whether the effects of implementation intentions on increasing fruit and vegetable intake were moderated by dietary restraint. In total, 208 participants were randomly allocated to control or implementation intention conditions where they were asked to write down when, where and how they would increase their fruit and vegetable intake. Implementation intentions increased fruit and vegetable intake but only in participants scoring low (not high) on rigid dietary restraint. Motives underlying fruit and vegetable consumption may be different for restrained and unrestrained eaters. Efforts to increase their intake may need to be tailored, for example, through motivational rather than situational cues.