Abstract
This study examined the correlation between traditional masculine norms with donating to either a social justice charity (i.e., Human Rights Project, The Women’s National Law Center) or a neutral charity (i.e., The American Red Cross) and explore the rationale provided for deciding which charity to donate to. The aim of this study was to identify potential masculine gender norms that contribute to prosocial behaviors that challenge the hegemonic status quo. A participants (N=150) completed a demographic survey, completed a behavioral measure of choosing which charity $3 dollars would be donated to, responded to an open-ended prompt regarding their decision of charity, and completed the CMNI -30 through an online survey (Qualtrics). Quantitative data was analyzed through SPSS using binary logistic regression models (Field, 2013). Qualitative data was analyzed using thematic analysis (Braun & Clarke, 2006, 2023). The norm of Heterosexual Self-Preservation was positively correlated with donating to a neutral charity, while the norm of Playboy was positively correlated with donating to a social justice charity. Thematic analysis of the qualitative data identified four major themes: Alignment of Values; Scope of Services Provided; Trustworthiness; and Familiarity with the Charity. Results of this study highlight the impact of gender norms on prosocial behaviors and warrant further exploration into the application of masculine norms and how they may be applied in flexible ways to support men’s well-being. Strengths and limitations, implications of the study, and recommendations for future research are discussed.