FOOD STIMULI AND GENDER

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Based on these findings, two hypotheses are proposed and are as follows:
H1a: Men show an increased attentional bias for savory food cues compared
to women.
H1b: Women show an increased attentional bias toward high-density sweet
foods compared to men.
A review of the literature illustrates notable differences in food choices between men
and women (Garriguet, 2009; Liebman et al., 2006; Westenhoefer, 2005). Women generally
consume more vegetables and fruits and less fat and salt; women have indicated greater
health beliefs and health consciousness (Fagerli & Wandel, 1999; Leblanc, Begin, Corneau,
Dodin, & Lemieux, 2015; Wardle et al., 2004; Westenhoefer, 2005). It has been described
that, in general, women have a healthier diet than men (Garriguet, 2009; Liebman et al.,
2006) and that men consume more foods with higher sugar, fat, and salt content (Bugge &
Lavik, 2012). Research has also shown that men and women’s eating styles are different
(Rolls, Fedoroff, & Guthrie, 1991). Men consume more calories than women and eat at
higher speeds, taking more food at a time (Rolls et al., 1991).
Based on reports that women show greater consumption of fruit and vegetables, the
following hypothesis was derived:
H2: Women show an increased attentional bias toward fruit and vegetables
compared to men.
It is assumed that women are usually more concerned about weight control and have
stronger health beliefs (Wardle et al., 2004; Westenhoefer, 2005). Women are generally
more displeased with their weight and shape than men (Rolls et al., 1991). It has been
reported that weight control and health beliefs as motivational factors could make up as
much as 50% of gender differences in eating behavior (Wardle et al., 2004; Westenhoefer,