Researchers packaged muffins in a masculine style of wrapper. They described it as a Mega Muffin. The package depicted men who played football. The same Mega Muffin was placed in feminine packaging, showing a female ballet dancer.
What is interesting is that both men and women rated the masculine muffin as tastier. They were also willing to pay more for it.
Participants said they would have rated “the feminine” muffin as positive if it was called a Health Muffin.
Zhu, L., Brescoll, V., Newman, G., & Uhlmann, E. (2015). Macho; “The Implicit Effects of Gendered Food Packaging on Preferences for Healthy and Unhealthy Foods”, Nachos Social Psychology, 46 (4), 182-196