To be liked or feared: Honor-oriented men's sensitivity to masculine reputation concerns depends on status-seeking strategy

Abstract Cultures of honor are societies that strongly emphasize values of loyalty and integrity, as well as the need to defend and maintain one's reputation. Research has focused heavily on men's acquisition of repute as tough and masculine and their use of physical aggression for reputational defense, but much less is known about whether men display similar vigilance in managing their reputation for other elements of honor (e.g., loyalty, integrity). The two primary routes for men in honor cultures to acquire reputation—through acts of aggression or integrity—resemble evolutionary accounts of status acquisition in which men can gain status via dominance or prestige. Using a sample of undergraduate men (N = 221) from a U.S. honor culture, the present work tested the hypotheses that (1) honor endorsement would positively predict both status-seeking strategies, (2) that dominance-strategists would be sensitive to masculinity threats and boosts, and (3) that honor-oriented men's sensitivity to masculinity threats (and boosts) would be indirectly explained by the use of dominance-based, but not prestige-based, strategies to acquire status and reputation. Results supported these hypotheses. We also found evidence that the prestige-based strategy seemed to buffer against masculinity threats. Implications for men's mental health outcomes are discussed.