Wired: energy drinks, jock identity, masculine norms, and risk taking.
OBJECTIVE
The author examined gendered links among sport-related identity, endorsement of conventional masculine norms, risk taking, and energy-drink consumption.


METHODS
The author surveyed 795 undergraduate students enrolled in introductory-level courses at a public university.


METHODS
The author conducted linear regression analyses of energy-drink consumption frequencies on sociodemographic characteristics, jock identity, masculine norms, and risk-taking behavior.


RESULTS
Of participants, 39% consumed an energy drink in the past month, with more frequent use by men (2.49 d/month) than by women (1.22 d/month). Strength of jock identity was positively associated with frequency of energy-drink consumption; this relationship was mediated by both masculine norms and risk-taking behavior.


CONCLUSIONS
Sport-related identity, masculinity, and risk taking are components of the emerging portrait of a toxic jock identity, which may signal an elevated risk for health-compromising behaviors. College undergraduates' frequent consumption of Red Bull and comparable energy drinks should be recognized as a potential predictor of toxic jock identity.
Miller
Kathleen E
KE
University at Buffalo, Research Institute on Addictions, Buffalo, NY 14203, USA. kmiller@ria.buffalo.edu
D000328:Adult; D001628:Beverages; D002110:Caffeine / Q000008:administration & dosage*; D000697:Central Nervous System Stimulants / Q000008:administration & dosage*; D005260:Female; D005783:Gender Identity; D006801:Humans; D008297:Male; D012309:Risk-Taking; D012737:Sex Factors; D012925:Social Conformity; D012931:Social Environment; D012959:Socioeconomic Factors; D013177:Sports / Q000523:psychology*
D000697:Central Nervous System Stimulants; D002110:Caffeine