College drinking is not only prevalent, but it is also deeply intertwined with notions of masculinity and social reputation, as drinking is often viewed as a masculine activity that reinforces one’s social status through risk-taking and competitive behaviors. In this context, Masculine Honor Beliefs (MHB)—the conviction that aggression and self-defense of one’s reputation are justified—have been posited to influence drinking practices, with prior studies suggesting that such beliefs may promote heavy drinking and the consumption of traditionally masculine beverages (e.g., beer and dark liquors), while also increasing expectations of positive social outcomes such as sociability and liquid courage. The present study aims to examine MHB’s relationship with undergraduates’ alcohol consumption (e.g., frequency, preferences) and various perceptions of alcohol consumption.
The study recruited 149 college students from a large Midwestern university. Data were collected via online survey; the participants completed the 35-item Masculine Hornor Belief Scale (MHBS), a drinking frequency measure adapted from the Daily Drinking Questionnaire, the 38-item Comprehensive Effects of Alcohol Scale (CEOA) to measure participants’ expectations of alcohol effects, and a set of 45 items assessing perceptions of alcohol use. The collected data were analyzed using principal component analysis (PCA) to derive composite scores from the perception items. Means, standard deviations, and correlations were calculated to examine the relationships among variables. Independent samples t-tests were conducted to analyze gender differences, and partial correlations were performed to control for gender when assessing the association between Masculine Honor Beliefs (MHB) and alcohol-related variables.
The study revealed that undergraduate drinkers reported consuming alcohol between two to three times a month to once or twice a week. While drinking frequency did not significantly differ between men and women, notable differences emerged in drink preferences. Men preferred traditionally masculine beverages such as beer and dark liquor, whereas women were more likely to prefer fruit-flavored drinks and seltzers. Higher levels of Masculine Honor Beliefs (MHB) were positively associated with increased alcohol consumption, stronger preferences for beer and dark liquor, and a tendency to avoid feminine drinks. Regarding expectations of alcohol use, participants generally agreed that alcohol enhances sociability, courage, and relaxation while acknowledging its potential for cognitive and behavioral impairment. Men, in particular, were more likely to view alcohol consumption as a means of reducing tension. Further analysis revealed that, after controlling for gender, elevated MHB scores were positively correlated with increased risk-taking tendencies, greater enthusiasm for competitive drinking, and a stronger desire to outdrink others. These findings highlight the social reinforcement role of alcohol consumption in maintaining a masculine reputation and suggest that masculine honor beliefs may drive increased alcohol-related risk-taking and competitive behaviors among male drinkers.
Takeaway: MHB are positively associated with increased alcohol consumption, preferences for traditionally masculine beverages, and alcohol-related risk-taking and competitive behaviors.