July 13, 2017: A new study from two Texas Tech University researchers shows the stereotype of the caffeine-driven ultra-masculine adolescent male may have a scientific basis. Men who use energy drinks because they believe the drinks will boost their performance ? physically, sexually or otherwise ? are more likely to espouse traditionally masculine ideals, but they?re also the most likely to report sleep disturbances as a result of the high levels of caffeine they?re consuming, said Mike C. Parent, an assistant professor of counseling in Texas Tech?s Department of psychological sciences. Parent is one of the authors of the study, which appears in the November issue of the journal Health Psychology.
Men watch media ads about energy drinks in which they?re connected with a hypermasculine lifestyle–extreme sports, etc., Parent said. Men don?t really pursue the same kind of lifestyle, but the marketing works–the energy drinks make them feel more connected to that sort of a life. So, the attitudes and energy drink usage interact.
The researchers collected data from 467 men using three surveys. The first, the Male Role Norms Inventory short form, measured respondents? agreement with traditional masculine attitudes such as men should not be too quick to tell others that they care about them and I think a young man should try to be physically tough, even if he?s not. The second survey measured beliefs about the effects of energy drinks by having respondents rate their agreement with statements such as if I consume energy drinks, I will perform better or If I consume energy drinks, I will be more willing to take risks. The third survey measured disturbances in the respondents? sleeping patterns, including trouble falling asleep or waking up during the night to go to the bathroom.