The Journal of Consumer Research will report in its October issue that its surveys in the U.S. and Britain, plus a survey of 23 languages, shows that males make “a strong connection between eating meat—especially muscle meat, like steak—and masculinity.”
The study’s authors wrote “to the strong, traditional, macho, bicep-flexing, All-American male, red meat is a strong, traditional, macho, bicep-flexing, All-American food.”
They add “soy is not. To eat it, they would have to give up a food they saw as strong and powerful like themselves for a food they saw as weak and wimpy.”
The study was authored by Paul Rozin (University of Pennsylvania), Julia M. Hormes (LSU), Myles S. Faith (University of North Carolina, Chapel Hill), and Brian Wansink (Cornell University).