Volume 33, Numbers 1-2, 109-119, DOI: 10.1007/BF01547938

Women and men are what they eat: The effects of gender and reported meal size on perceived characteristics

Beth C. Bock and Robin B. Kanarek

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Abstract

This study investigated the effect of reported eating behavior on person perception. Subjects (87% white, 4% African-American, 9% Asian; 60% female) were presented with brief descriptions of a fictitious male or female ldquotargetrdquo subject that included a food diary describing either a small, medium, or large breakfast and lunch. One-half the food diaries of male targets were calorically adjusted to compensate for the male target's larger physical size. Subjects recorded their impressions of the target on a number of physical and attitudinal characteristics. Targets were perceived as being less feminine and more masculine as meal size increased. Attractiveness ratings showed an interaction between meal size and gender. Female targets were judged to be more concerned with appearance and more attractive as meal size decreased. However, ratings of male targets on attractiveness variables were less affected by reported meal size in the standard diet condition, suggesting the existence of a double-standard for eating behaviors between men and women. However, male targets whose diets had been size-adjusted were rated in a pattern similar to ratings of female targets. These results expand on prior work demonstrating that meal size affects social judgements of both men and women. Further, these results suggest the presence of a cognitive schema in which the relative size of males and females is taken into account when making social judgements based on eating behavior. Work that does not take this schema into account is more likely to produce results suggesting a double-standard for eating behavior based on gender.

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