In this study, the researchers found that being traditionally masculine was correlated with energy drink use. Surprisingly, though, being a jock or frat guy actually weakened this effect. Wondering how “masculinity” is scientifically measured? Why, using the Conformity to Masculine Norms Inventory, of course! It includes the following categories: Emotional Control, Risk-Taking, Violence, Dominance, Self-Reliance, Primacy of Work, Power Over Women, Disdain for Homosexuals, Pursuit of Status, Playboy, and (… wait for it …) WINNING!
Energy Drink Use and Its Relationship to Masculinity, Jock Identity, and Fraternity Membership Among Men.
The present study examined whether previous findings linking masculinity constructs and health behaviors applied to a relatively recent health risk behavior for men, the consumption of energy drinks. In addition, it also examined whether self-identifying as a jock and being a member of a fraternity would moderate the relationships between masculinity constructs and energy drink consumption. A total of 589 men completed measures of three masculinity constructs (endorsement of traditional masculinity ideology, conformity to masculine norms, and gender role conflict), energy drink consumption, jock identity, and fraternity membership, in addition to a demographic questionnaire. Age, endorsement of traditional masculinity ideology, and conforming to the masculine norms of risk taking and primacy of work were identified to be significant predictors of energy drink consumption. Furthermore, jock identity moderated the relationship between the endorsement of traditional masculinity ideology and energy drink consumption whereas fraternity membership moderated the relationship between conforming to the masculine norm of violence and energy drink consumption. Limitations, implications, and potential future directions are discussed.
Bonus quote from the paper: “Hence, in regard to energy drink consumption, Harrison’s (1978, p. 65) warning—“The male sex role may be dangerous to your health”—fits the data.”
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