"...the effort men require to constantly masculinize their preferences for everything from food to shower heads can take a toll on their ability to perform other cognitively demanding tasks."
This research is really interesting. When time crunched, men and women make the same choices. When given time to think, men put cognitive effort into making sure their choices are aligned with cultural norms.
Source: http://insight.kellogg.northwestern.edu/index.php/Kellogg/article/real_men_dont_eat_very_berry_cheesecake/
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