THE EFFECTS OF FOOD AND GENDER ON INTERPERSONAL PERCEPTIONS

Male and female subjects provided ratings of personal traits, feminini ty and masculinity and total caloric consumption for a female or a mal e target based on the type of diet she or he had allegedly consumed. T he gender associated with the foods presented for each dietary profile was manipulated. Results showed that Target Gender and Dietary Profil e significantly affected impression ratings and calorie estimates. Bot h male and female subjects perceived male eaters and those who ate a f eminine diet more favorably. Results are discussed in terms of the dif ferent underlying expectations held for males and females when food co nsumption is involved during the impression formation process.