FOOD STIMULI AND GENDER

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Introduction

It has been consistently reported that women have a healthier food choice pattern
than men (Garriguet, 2009; Liebman et al., 2006; Westenhoefer, 2005). Women generally
consume vegetables and fruits at higher rates and fat and salt at lower rates; women also
indicate greater health beliefs and health consciousness (Fagerli & Wandel, 1999; Leblanc,
Begin, Corneau, Dodin, & Lemieux, 2015; Wardle et al., 2004; Westenhoefer, 2005). On
the other hand, it has been reported that men have a higher consumption of calories and
foods with higher sugar, fat, and salt content (Bugge & Lavik, 2012; Rolls, Fedoroff, &
Guthrie, 1991).
Motivational variables behind gender differences in food choice have been attributed
to health consciousness and weight control (Wardle et al., 2004; Westenhoefer, 2005).
Eating behavior may also be affected by gender roles in reproduction. As mothers, women
have to maintain an adequate food supply for the survival of not only themselves but also
their offspring (Logue, 2014). Women’s historical role of being habitually responsible for
preparing and providing food for the family still appears to have an effect today (Meiselman,
2009).
The aim of this study is to examine differences between men and women’s food
perceptions to better identify motivational variables of food choice. Food choices have
significant health implications, and more knowledge in this area could provide better support
in necessary dietary changes.
In this study, attentional bias to high- versus low-calorie and sweet versus non-sweet
food stimuli was measured with eye-tracking technology. Food choice is greatly influenced
by personal preferences. Therefore, the eye-tracking parameters were compared with
questionnaires to determine whether pre-existing preferences, attitudes, and food intake