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.