Orientation response in low‐fat foods: Differences based on product category and gender

Because most consistent findings from previous studies have found the inconsistency between consumers' statements and their behaviour, this paper analyses diverse young consumers' responses that can affect their low-fat food purchase intentions. The main objective is to evaluate the differences in the orientation response (OR) between two product categories ('juice 0%' and 'sweet 0%') also considering the gender of the participant. To this end, responses from men and women towards two kind of product presentation (juice 0% vs. sweet 0%) were collected through heart rate variability (HRV) and electromyography (EMG) measures. We hypothesise that men would obtain different OR regarding women, and we explore possible different OR regarding product category. With a sample of young consumers (46 men and 51 women), our results show product category differences but not gender differences.