Effect of masculine eating and drinking beliefs on male consumers’ concern with healthy eating and binge drinking

Abstract

Purpose The purpose of this paper is to examine the relationship of masculine eating/drinking beliefs on male consumers’ concern with unhealthy eating/drinking habits and, in turn, with binge drinking. Additionally, this research tests if and how a change in these beliefs influences binge drinking intention and intention to eat unhealthy food. Design/methodology/approach Three studies were conducted in Bogotá (Colombian males; convenience sampling). The purpose of Study 1 (N = 209) was to develop a scale to measure masculine eating/drinking beliefs. Study 2 (N = 191) tested the mediating role of concern with unhealthy eating/drinking habits in the relationship of masculine eating/drinking beliefs with binge drinking. Study 3 (N = 179) was an experimental study, which examined the effect of information about some negative consequences of masculine beliefs on the answers to the masculine eating/drinking beliefs inventory and, in turn, on binge drinking intention and intention to eat unhealthy food. Findings A one-dimensional (eight-items) scale was developed and validated. The results of this paper show that masculine eating/drinking beliefs are associated with lower concern with unhealthy eating/drinking and, in turn, with higher binge drinking. Information that influences these beliefs leads to lower binge drinking and unhealthy food ingestion intentions. Research limitations/implications This research presents the first scale that measures masculine eating/drinking beliefs. It provides initial evidence on how an intervention focused on the negative consequences of sexism can influence these beliefs, affecting binge drinking and overeating intentions. Practical implications This research provides new findings on a topic associated with several health problems in many countries, including the effect on consumers’ weight gaining and related illnesses. Originality/value This research presents the first scale that measures masculine eating/drinking beliefs. It provides initial evidence about factors (through mediating variables) that link masculine eating/drinking beliefs with some unhealthy eating/drinking habits. In addition, the results show how information about some negative consequences of these beliefs can influence consumers’ binge drinking and unhealthy food ingestion intentions, which leads to key recommendations for future interventions. As a result, this research provides new findings on a topic associated with several health problems in many countries, including the effect on consumers’ weight gaining and related illnesses.

Guest editorial: psychological perspectives on consumer obesity

“…Based on a longitudinal study approach, the results show that the presence of auditory and olfactory cues significantly increase food intake, but the visual cue does not. Furthermore, Luna-Cortes and Cuellar (2022) find that masculine eating/drinking beliefs are associated with lower concern with unhealthy eating/drinking and, in turn, with higher binge drinking. Adding to this, the authors also find that information that influences these beliefs leads to lower binge drinking and unhealthy food ingestion intentions.…”

A systematic literature review of the stereotype content model in the fields of psychology and marketing: main themes examined in the literature and an agenda for future research in marketing

“…When focusing on body size, research should explore cross-cultural variables and societal beliefs (e.g., masculine eating beliefs by men in South America; Luna-Cortes and Aristizabal-Cuellar, 2022 ), and the effect on eating habits and perception of food. In fact, research on food stereotypes is limited as well, both in clinical psychology and marketing.…”

Real men don’t share (online): perceived neediness and the frequent-posting femininity stereotype

“…By revealing a stereotype against men based on their social media activity, we contribute to research on gendered consumption (Hein et al , 2016; Zayer et al , 2020b), masculinity (Vandello and Bosson, 2013) and gendered stereotype threat (Drenten et al , 2022; Luna-Cortes and Cuellar, 2022; Warren and Campbell, 2021). Past research suggests that narrow cultural conceptions of masculinity force men to choose between doing what is considered manly and what they may prefer (Vandello and Bosson, 2013).…”

“…A common theme suggested by this work is that men are expected to perform masculinity – and are often rewarded for doing so – despite the fact that many traditionally masculine-coded behaviors (e.g. ruggedness, stoicism, independence and aggression) pose harm to the self and others (Hill et al , 2020; Luna-Cortes and Cuellar, 2022). Still, the imposed expectation for men to avoid feminine behaviors is pervasive, as acting outside the masculine norm carries substantial threat of stigma and ostracization (Brough et al , 2016; Courtenay, 2000).…”