Alcohol-Specific Masculine Norms and Drinking Motives among College Men

Introduction: Researchers posit that adherence to traditional masculine norms can contribute to college men's disproportionate risk for alcohol use and consequences; however, historically they have measured general masculine norms (e.g., winning, risk-taking) that are distal to alcohol use behaviors. Alcohol-specific masculine norms of excess (e.g., "A real man can drink a lot") and control (e.g., "A real man knows when he has had enough to drink and is able to stop") are conceptually more proximal to alcohol use behaviors and thus allow for a more nuanced examination of how masculinity relates to drinking. One way in which masculine norms might influence alcohol use behaviors and consequences is through their associations with drinking motives, which are considered the "final common pathway" to alcohol use. Method: In the current study, we examined the relationship between masculine drinking norms of excess and control and drinking motives in a multisite sample of male college students (n = 1,350), while adjusting for demographic factors (age, fraternity status, athletic involvement) and conformity to traditional masculine norms. Results: Results indicated that the masculine drinking norm of excess was positively associated with all five drinking motives, while control was positively associated only with social drinking motives. Discussion: Our findings further illustrate the potential harms of the alcohol-specific masculine norm of excess given that it relates to drinking for all the drinking motives and higher drinking motives of any type are associated with alcohol-related behaviors. The present study helps shine a light on potential mechanisms of the relationship between masculine drinking norms and alcohol use.