Beer for Brohood: A Laboratory Simulation of Masculinity Confirmation through Alcohol Use Behaviors in Men

Alcohol use is a widespread behavior that may be associated with negative consequences, especially for men. Research suggests that individuals are motivated to maintain in-group status by engaging in behaviors prototypical of the in-group when group status has been challenged, and that men are particularly likely to do this when masculine in-group status is threatened. This study investigated masculine drinking behaviors through Social and individual lenses, examining the impact of group identification and individual differences on alcohol consumption rates after a simulated gender threatening situation in a bar laboratory. Sixty-five male students (ages 21-29; 74% Caucasian) were given the chance to consume beer using a taste test paradigm after being exposed to fabricated personality feedback relative to gender standards. This feedback suggested that they were either low in masculinity (threat condition, n = 22) or high in masculinity (control condition, n = 22). A third condition was included to examine the contribution of other motives for use; individuals in this third condition received the low masculinity feedback and then were given information to undermine masculine alcohol use norms (undermine condition, n = 21). As hypothesized, individuals in the threat condition consumed significantly more alcohol than those in the control and undermine conditions. Proposed interaction effects between strength of identification with the masculine in-group or traditional gender role attitudes and alcohol consumption behaviors were not statistically significant. These results suggest that consumption of alcohol by men in Social contexts may be a strongly motivated by the desire to confirm masculine status. This understanding may be used to enhance the effectiveness of norms-based alcohol use treatment protocols