Affective associations mediate the influence of cost-benefit beliefs on fruit and vegetable consumption

Marc T. Kiviniemi, Kate M. Duangdao

Research output: Contribution to journalArticlepeer-review

40 Scopus citations


Consumption of fruits and vegetables is far lower than recommended. The behavioral affective associations model posits that affective associations influence behavior and mediate the influence of perceived benefits and barriers on behavioral choices. The purpose of this study was to test the model's predictions about the influence of affective associations and benefits/barriers on fruit and vegetable consumption. Community adults (N = 446) reported perceived benefits and barriers to fruit and vegetable consumption, affective associations with fruits and vegetables, and current fruit and vegetable intake. Affective associations predicted behavior and mediated the influence of benefits and barriers on behavior, supporting predictions made by the behavioral affective associations model. This highlights the need to incorporate affective factors in decision-making models and intervention strategies.

Original languageEnglish
Pages (from-to)771-775
Number of pages5
Issue number3
StatePublished - Jun 2009

Bibliographical note

Funding Information:
This research was funded by NCI grant K07CA106225 to the first author. We thank the UNL Bureau of Sociological Research for assistance in questionnaire design and data collection, the Health Decision Making Lab Group for comments on study design and analysis, and Gary Giovino and Marie Zaiter for insightful comments on the manuscript.


  • Affect
  • Decision making
  • Fruits and vegetables
  • Health behavior
  • Health knowledge

ASJC Scopus subject areas

  • Psychology (all)
  • Nutrition and Dietetics


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