Steak is not the only meat: Men opt for unconventional meat products when mitigating masculinity threat

Grounding our research in the symbolic self completion theory, we explored situations in which men are particularly motivated to consume meat and unconventional meat products, even when considered disgusting. We tested whether men compensate their experience of masculinity threat by opting for meat, including red meat, white larvae and offal. We also examined whether disgust towards products and their perception as feminine affect such decisions. In Study 1 (N = 247), men opted for more meat products when feeling self-incomplete in their masculinity. In Study 2 (N = 256), spicy edible larvae were preferred by men made to feel incomplete in their masculinity compared to those who felt complete, but the effect was significant only when considering the extent to which insects were perceived as disgusting and repulsive. Study 3 (N = 156) showed that preparing disgusting offal during a cooking course may compensate for feeling self-incomplete but only when it is not perceived as feminine. We discuss new research avenues and point to other boundary conditions that affect using various meat products in order to compensate for feelings of self-incompleteness in masculinity.