Male and female subjects provided ratings of personal traits, femininity and masculinity, and total caloric consumption for a female or a male target based on the type of diet she or he had allegedly consumed. The gender associated with the foods presented for each dietary profile was manipulated. Results showed that Target Gender and Dietary Profile significantly affected impression ratings and calorie estimates. Both male and female subjects perceived male eaters and those who ate a feminine diet more favorably. Results are discussed in terms of the different underlying expectations held for males and females when food consumption is involved during the impression formation process.
Sex Roles – Springer Journals
Published: Oct 14, 2004
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