Males' body mass indices are higher than those of females (American
Heart Association [AHA], 2008; Morse & Driskell, 2009), resulting in
higher risk of the former becoming chronically ill, including diabetes, as
well as increased odds of stroke and heart attack.
Public policy scholars and policy-makers are in disagreement regarding
effective ways to fight the obesity epidemic. Some (e.g., Nestle
& Jacobson, 2000) argue that calorie labeling is an effective strategy.
Others (e.g., Mensah et al., 2004) are skeptical about calorie
information's effect on eating behavior, arguing that individuals lack
the willpower to change their eating habits, and therefore the only effective
way to fight obesity is to regulate the food industry.
This study analyzes calorie information's effect on perceptions,
choice processes, and market shares of the three leading fast food ala
carte items (as opposed to fixed meals). Comparison of calorie perceptions
with and without information indicates that both females and
males fairly accurately valuated the salad's nutritional value, while
only female respondents underestimated the chicken sandwich's caloric
density. The surprising accuracy in perceptions of the hamburger's caloric
content may be attributable to media information that compares “bad”
foods to more healthful alternatives, giving readers a fairly accurate idea