FOOD STIMULI AND GENDER

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preferred high-calorie foods paid less attention to low-calorie foods and vice versa. The
results for the group of women included only two statistically significant correlations FLS
and both correlations refer to a negative correlation of FLS low-calorie with ET data for
high-calorie foods. High-calorie foods received less attention from women when men
preferred low-calorie foods. Additionally, only one other significant negative correlation
was found between FFQ high-calorie and low-calorie TVD. This finding suggests that a
stronger preference for high-calorie foods in men corresponds with a less attention paid to
low-calorie foods by women.
A previous study also found a positive correlation between eye-tracking data and
preferences (Velazquez & Pasch, 2014). This information suggests that eye-tracking
methodology is valid and useful in the study of pre-existing preferences and motivational
variables underlying food choices.
A better understanding of the motivational variables could help to achieve a better
understanding of gender differences in eating behavior. A better knowledge of gender
differences in eating behavior could enable better support when dietary changes are
necessary. An unhealthy diet has been identified as a risk factor for obesity (Bugge & Lavik,
2012; James, 1990). While little research has been done in this area, gender differences in
eating behavior might contribute to reported gender differences in morbidity and mortality
(Wardle et al., 2004). It is well known that women have a longer life expectancy than men
(Wiedemann, Wegner-Siegmundt, & Luy, 2015). A study of cardiovascular disease found
that up to 40% of gender differences in mortality could be explained by five risk factors
(Wardle et al., 2004).