Gender expectations for alcohol use: A study of the significance of the masculine role

One hundred sixteen undergraduates assigned traditional gender-stereotyping adjectives and adjective phrases to two male and two female stimuli. Included in this set of traits were statements regarding drinking beer, drinking wine, and getting drunk. Results indicated that male stimuli were attributed stereotypically masculine traits (e.g., acts as a leader, is willing to take risks), and were attributed both beer drinking and getting drunk significantly more often than the female stimuli. By contrast, female stimuli were attributed stereotypically feminine traits (e.g., dependent, sensitive) and were attributed wine drinking significantly more often than the male stimuli. These data provide direct evidence that expectations regarding beer drinking and getting drunk are aspects of the traditional male gender role. The social and mental health implications of the findings are discussed.