What kinds of mental imagery do the women’s choices evoke? How do you see Mari? What about Sari? Studies have shown that our attitudes toward food are often inadvertently accompanied by a moral undertone. We judge food choices in terms of a health-obsessed model and think that a person who eats healthy is also good and virtuous, while someone who chooses to eat fast food is somehow inferior and probably has problems with life management. Social norms also easily determine what and how much a woman is allowed to eat before she causes disapproval, for example.