The association of conformity to feminine norms with women's food consumption after a negative mood induction

Abstract The current study examined the relation between women's food intake and their conformity to feminine norms after a negative mood induction, as well as the potential moderating role of expressive suppression. Female participants ( N  = 197) watched a sad movie clip, partook in a taste test in which they consumed potato chips and chocolate, and completed a survey with questions designed to assess conformity to feminine norms and the use of expressive suppression in daily life. Regression analyses revealed that increased conformity to the feminine norm of modesty was associated with reduced food intake, whereas conformity to the feminine norms of thinness and appearance were not. Expressive suppression did not moderate any of these relations. Overall, this study affirms the importance of understanding how overarching cultural norms such as femininity influence women's food consumption.