Implicit social cues and food intake

Abstract

Background. Studies report consistent associations between gender and specific foods, where unhealthy foods and hearty portion sizes are often associated with masculinity. In present experiment we tested whether also implicit social cues preceding food consumption can modulate intake according gender consumption stereotypes. Methods. In the present experiment, participants (N = 216) were assigned randomly to two different implicit social cue conditions. Specifically, participants were made to believe that due to a mistake by the investigator they saw a fixed-image on a computer screen which was supposedly an image of the previous participant. The displayed fixed image was either a female or a male student. Afterwards, they completed a bogus ice cream taste test. Taste perceptions were assessed during tasting, and actual and perceived intake, afterwards. Results. As expected, male participants ate more ice cream than females (F (1,200) = 11.36, p = .001). However, this main effect was qualified by the implicit social cue condition (F (1,200) = 4.5, p = .035). Male participants ate significantly more ice cream when presented with a female social cue as compared to a male social cue. Conversely, female participants tended to show a lower intake when exposed to a female social cue. These effects were still significant after controlling explicit attitudes such as liking of the ice cream. Conclusions. Implicit social cues (a non-eating fixed image of unacquainted person) appear to modulate food intake supporting the notion that implicit processes can also trigger and determine behaviour next to explicit cognitions.