Image: Greg MaPublished research studies usually drive me nuts, but this one less than most. Social Psychological and Personality Science just published “Real Men Don’t Eat Quiche: Regulation of Gender-Expressive Choices by Men,” by David Gal and James Wilkie, and it’s fabulous awesome.

According to the abstract,

Our findings suggest that men experience a conflict between their relatively intrinsic preferences and gender norms and that they tend to forgo their intrinsic preferences to conform to a masculine gender identity (when they have sufficient resources to incorporate gender norm information in their choices). Women, on the other hand, appear to be less concerned with making gender-congruent choices.

The authors found that men, when asked to choose between two foods, one with a straight macho masculine description corresponding to American societal “norms” for guy food and the other that was gay sissy feminine more what Americans might think of as girly food, they picked the guy item almost two-thirds of the time. If, that is, they had plenty of time to ponder their choice. If they were rushed to decide, though, they picked girl food choices more often — about 55% of the time, on average. Women, on the other hand, choose girl food about two-thirds of the time, regardless of whether they’re rushed to decide.

The authors conclude (in more precise language than my paraphrase) that men, unlike women, are cognitively self-regulating their decisions according to societal norms of gender expression. In other words, while men like girly food as much as girls, they’ll decide not to order it (forgoing food they like in order to look like “real men”) if they have time to think things through.

It doesn’t surprise me that men put energy into “behaving like men,” even when it sometimes conflicts with their intrinsic desire. (I’m not so convinced that men are as unlike women as the authors say.¹)

The authors describe the effect they saw as “making gender-congruent choices,” but I might envision it another way: men put a lot of energy into avoiding anything they think will make them look gay. How different is what the authors call “threats associated with gender-norm transgression” from fear of being labeled a fag?

In any case, special thanks to the authors for their menu of “feminine” and “masculine” menu items, which was half the fun of the paper. Here are a few selections. I want all of them, but hold the shredded American cheese.

  • Martha’s Vineyard Salad Mixed baby greens and fresh spinach with toasted pine nuts, dried cranberries, cucumber, red onion, and a warm Vermont goat cheese crouton with a balsamic vinaigrette
  • Chunky Fudge Cake Ice Cream Vanilla ice cream, smothered in hot fudge with chunks of chocolate fudge cake, whipped cream, and peanuts
  • Vitello Carciofi and Asparagus Beef medallions sautéed with asparagus and artichoke in a light demi-glace sauce
  • Damon’s Specialty Pizza Ground hamburger, red onions, roasted peppers, and mozzarella cheese
  • Western Salad Chunks of barbequed chicken with shredded American cheese served on greens with a side of Ranch dressing

¹ The authors’ findings suggest that men do this, but women don’t (or do to a much smaller extent). But the authors only studied university undergraduates at (I assume from their affiliation) a largish private Midwestern university. For that population, it’s fairly reasonable to generalize, and perhaps for that population this in fact is a guy-only thing. I’d speculate, but with no support from the study, that the effect is present among men across most segments of the U.S. population. But it wouldn’t surprise me to find the “I better order something gender-appropriate” effect in women, too, in some places (richer white populations in the South?). Studies in populations other than undergraduates would be nice to see.

The danger in generalizing from undergraduates, who are readily available to university researchers, to the general population, has fortunately been getting some press lately. It’s a real danger.

There are plenty of other interesting angles to explore. To what extent this effect is expressed ought to depend on the environment. Do men (with time to think) pick guy foods more frequently when they’re dining with several guys as opposed to when dining with a single woman? (I’d put money on yes.) Are there differences between straight men and gay men? (I’m not sure I’d bet on this one.)