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Implicit attitudes moderated the habit strength\u2014fruit consumption relationship; stronger relationships were observed when implicit attitudes were more positive. Amongst those with strong fruit habits, more positive associations with fruit were found for those who had recently consumed sufficient fruits compared to those who had not. Findings demonstrate the relevance of implicit positive associations in understanding the relationship between fruit consumption habits and subsequent fruit consumption. <\/jats:p>","DOI":"10.1177\/1359105311421049","type":"journal-article","created":{"date-parts":[[2011,10,6]],"date-time":"2011-10-06T05:36:53Z","timestamp":1317879413000},"page":"479-489","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":14,"title":["Using implicit associations towards fruit consumption to understand fruit consumption behaviour and habit strength relationships"],"prefix":"10.1177","volume":"17","author":[{"given":"Gert-Jan","family":"de Bruijn","sequence":"first","affiliation":[{"name":"Amsterdam School of Communication Research, The Netherlands"}]},{"given":"Mario","family":"Keer","sequence":"additional","affiliation":[{"name":"Amsterdam School of Communication Research, The 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