FOOD STIMULI AND GENDER

57

For men, numerous statistically significant correlations are were found; a pattern was
clear in that the low-calorie corresponding variables from the FLS or FFQ had a negative
correlation with corresponding high-calorie ET variables of the experiment and high-calorie
variables from the FLS or FFQ had a negative correlation with corresponding low-calorie
ET variables (see Table 18). This situation occurred in a total of 17 of the pairwise
comparisons. Thus, a clear correlation was found between the questionnaire data from the
FLS and FFQ and the ET data. Men who prefer high-calorie foods pay less attention to lowcalorie foods and men who prefer low-calorie foods pay less attention to high calorie foods.

Table 17: Correlations from ET Data with FFQ and FLS for Women

Stimuli ET Variable
Low
TVD
Calorie VC
TFD
FC
High
TVD
Calorie VC
TFD
FC

FLS Low Calorie
r
P
0.26
0.20
-0.19
0.35
0.27
0.19
-0.01
0.97
-0.41
0.04
-0.20
0.33
-0.32
0.12
-0.43
0.03

FLS High Calorie
R
p
-0.33
0.10
0.10
0.63
-0.34
0.10
0.05
0.82
0.35
0.09
0.03
0.88
0.36
0.08
0.32
0.12

FFQ Low Calorie FFQ High Calorie
r
p
r
p
0.22
0.29
-0.42
0.03
-0.39
0.06
0.15
0.46
0.18
0.40
-0.37
0.07
0.04
0.85
-0.27
0.19
-0.32
0.11
0.35
0.09
-0.15
0.48
0.20
0.35
-0.34
0.10
0.40
0.05
-0.20
0.34
0.21
0.32

Note: N = 26; TVD = total visit duration, VC = visit count, TFD = total fixation duration, FC = fixation count; fls = Food
Liking Scale, lc = low calorie, hc = high calorie.

The results for women showed that only two statistically significant correlations
occurred for the FLS indexes (see Table 17). Both correlations are negative for FLS LC with
ET data for high-calorie foods. High-calorie foods were considered less by women while
the men’s preference was higher for low-calorie foods. Additionally, only one other
significant negative correlation was found between FFQ high- and low-calorie TVD. This
result suggests that when men’s preferences for high-calorie foods are stronger, women’s
attention toward low-calorie foods is lower.