Effects of social influence on eating in couples, friends and strangers.

Previous research indicates that both males and females eat less in the presence of a stranger of the opposite sex than in the presence of a same sex. Another literature shows that people tend to model or matching the amount eaten by others. The extent to which people are eager to inhibit their food consumption or match other's intake is likely to vary as a function of the characteristics of the co-eater. The present study examines how males and females adjust their level of eating as a function of their familiarity with and the gender of their eating companion, using a free-eating paradigm. Findings indicated that both the familiarity between co-eaters and the participants' gender predicted food consumption. Although unfamiliarity suppressed both men's and women's food intakes, the matching effect operated only when a female co-eater was involved. We conclude that the overarching motive (i.e., producing a positive impression) does not necessarily vary substantially across the various gender-familiarity combinations, but that the means or strategies (eating lightly and or matching of intake) by which the person accomplishes it and the strength of the motive vary as a function of the audience. In other words, in some social contexts self-enhancing motives can be served by restricting intake as well as through ingratiatory strategies such as attitudinal or behavioral conformity.