Master's thesis 'The Role of Self-Affirmation on Message Acceptance when Masculinity is Threatened'. Quantitative study performed online. APA 7 styled. Grade received: 8.
The Role of Self-Affirmation on Message Acceptance when
Masculinity is Threatened
Health and Social Psychology (PSY4091)
Date: 26-08-2021
Location of internship: Maastricht University
Word count: 6574
Table of contents
Abstract.......................................................................................................................................2
,2
Introduction.................................................................................................................................4
Consequences of Meat Consumption...................................................................................................................4
Vegetarian Diet.....................................................................................................................................................5
Meat and Masculinity...........................................................................................................................................6
Hegemonic Masculinity....................................................................................................................................7
Meat and Culture..................................................................................................................................................8
Self-Affirmation.....................................................................................................................................................8
Research Question and Hypothesis.............................................................................................9
Method......................................................................................................................................10
Participants.........................................................................................................................................................10
Measures............................................................................................................................................................10
Demographics................................................................................................................................................10
Meat Consumption........................................................................................................................................10
Implicit and Explicit Measures of the Meat-Masculinity Link........................................................................11
Manipulation.................................................................................................................................................12
Procedure............................................................................................................................................................12
Results.......................................................................................................................................13
Correlation between Meat consumption, MoM scores, and IAT........................................................................15
Message acceptance..........................................................................................................................................17
Discussion and Conclusion.......................................................................................................19
References.................................................................................................................................21
Appendix A: Implicit Association Test.................................................................................................................25
Appendix B: MoM scale......................................................................................................................................25
Abstract
Objective: The demand for meat is increasing and it has various negative consequences on
the environment. Men often consume more meat than women and meat is often associated
with masculinity (meat-masculinity link). To decrease meat consumption among men, this
, 3
research examines how self-affirmation can improve acceptance of a message that threatens
one’s masculinity by addressing the meat-masculinity link. Methods: Male participants of 18
years or older participated in an online study. Participants were randomly assigned to either
the self-affirmation task or no self-affirmation task (writing task). In the instructions of this
task the statement which ‘undermines’ the meat-masculinity link was shown. Next, the
participants completed an Implicit Association Task, Masculinity of Meat items, and
intention-items. The (changed) intentions, Masculinity of Meat scores and Implicit
Association Test scores will measure acceptance of the threatening message. This was
assessed with a multivariate regression using the backwards elimination procedure. Results:
Actual meat consumption, before manipulation, is related to intentions to eat meat after
manipulation. Additionally, the Implicit Association Test scores were not significantly related
to the Masculinity of Meat scores, which suggests there might be a difference between one’s
implicit and explicit meat-masculinity association. Only the best fit model for the Masculinity
of Meat items and intentions were significant, but self-affirmation was not a covariate in these
models. Self-affirmation was a covariate in the best fit model for Implicit Association Test
scores, but this model was not significant. The regression models show that country of
residence, and nationality are significant covariates for the Masculinity of Meat items and
intentions. Conclusion: The main hypothesis was not supported. That is, participants who
engaged in self-affirmation did not show a lower meat-masculinity association (i.e., higher
message acceptance) than participants who did no self-affirmation task.
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