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There is mixed evidence regarding moderators of the relationship between implicitly and explicitly measured constructs. This study examined this issue with evaluations of exercise relative to health or appearance in a sample of Iranian adolescents. Investigaing automatic associations and reflective constructs might provide important implications for developing interventions targeting exercise behavior in a population with different cultural, social, and economic barriers to exercise than European or North American adolescents. Participants were 471 students enrolled in grades 9 to 12, of whom 269 (54.9%) were female. Behavioral regulations, explicit attitudes, and social desirability were investigated as possible moderators. All students completed questionnaire measures of physical activity behavior, attitudes, social desieality and behavioral regulation. They also completed two Go/No Go Association tasks to measure automatic associations of exercise with health and apperarance. Attitude was a significant moderator of discrepancies between automatic associations of exercise with health and health motives. Interjected regulation moderated implicit-explicit appearance discrepancies. Participants with low social desirability and negative automatic appearance associations had the highest appearance motivation. Participants focused on the potential of achieving positive health outcomes of exercise rather than physical appearance outcomes, which differs from research from other countries. It is possible that, health was strongly linked with exercise by the pervasive societal pressures in Iran to have a healthy body. • Iranian adolescents may focus on health rather than appearance outcomes of exercise. • Participants with low social desirability and negative implicit appearance scores had the highest appearance motivation. • The lower the introjected regulations, the greater the concordance between automatic associations and explicit motives related to health. [ABSTRACT FROM AUTHOR]