This paper explores the variables that affect consumers' food choices, shedding light specifically on the choice process
and analyzing whether gender affects predispositions toward foods, perceptions, choice processes, or all three.
Perceptions and choice processes based on memory judgments serve only as a benchmark used to compare
choices consumers make under calorie information. The results of two experiments wherein the researchers exposed
subjects to twoforms of calorie information on three fast food items suggest that differences in perceptions
of foods' healthfulness and taste aspects account for gender differences in memory-based choices.