not induced to form an implementation intention. In a 2-month study investigating the effect of implementation intentions on weight loss, obese women between the ages of 18-76 were either instructed to create specific implementation intentions regarding their dieting and exercise (e.g. when, where, and what I will eat during the upcoming week; Where, when, how will I exercise during the upcoming week), or simply attend health, diet and stress-related group meetings. The women who were asked to create specific implementation intentions lost on average 4.2 kg, compared to those who only attended weekly group meetings, who on average lost only 2.1 kg over the 2-month period. In another example, a study sought to increase the consumption of fruits and vegetables in a young-adult population. Participants who created "if-then" implementation intentions significantly increased reported fruit and vegetable intake by portions of 50% per day (over the course of one week), as compared to participants who made more global and less specific implementation intentions - reportedly consuming 31% more portions per day. Emotion regulation In 2009 Schweiger Gallo, Keil, Gollwitzer, Rockstroh and McCulloch published another study that was conducted to address the effectiveness of implementation intentions in regulating emotional reactivity. The two studies required that disgust (in Study 1) and fear (in Study 2) eliciting stimuli were viewed by participants subject to three different self-regulation instructions: The first group was given the simple goal intention to not experience fright or disgust, and was told to believe "I will not get frightened." The second group was given the first goal intention, with an additional implementation intention, and was told to believe "And if I see a spider, I will stay calm and relaxed." The third group was given no-self-regulation as the control group and did not receive any instruction prior to the event. Disgust was selected because it is almost universally considered to be a basic emotion in the applicable literature. Fear was selected because anxiety disorders, such as panic disorders or phobias are common, and they affect the life of many people. The participants reported on the intensity of the elicited emotions by rating experienced arousal. Only group two, the implementation intention participants, succeeded in reducing their disgust and fear reactions compared to the other two groups. These results support the idea that self-regulation by using simple goal intentions can run into problems when immediate and strong emotional reactivity has to be