Researchers at Kent State University in Ohio say they have decoded part of the reason why men are less likely to eat their veggies than women. In short, unlike women, men reported having less favorable attitudes about the value of eating fruits and vegetables. They also had less control over their fruit and vegetable intake in comparison to women. The study, published in the journal Appetite, was led by John Updegraff, associate professor of social and health psychology at Kent State. Dr. Updegraff said the research showed that “men don’t believe as strongly as women that fruit and vegetable consumption is an important part of maintaining health,” and that “men feel less confident in their ability to eat healthy foods like fruits and vegetables, especially when they are at work or in front of the television.” Moreover, the study findings suggested that the messages successfully encouraging women to eat more produce aren’t as effective on men.