The Persistence of Homophobia in Men’s Friendship Norms

Across five studies and one supplementary study (five preregistered; <i>N</i> = 3,215 adults), we found that men, more than women, avoided shared experiences (e.g., going to the movies, sharing food) with individuals of the same gender. Furthermore, persistent societal expectations that men should be unambiguously heterosexual underpinned this pattern: Men felt more apprehensive about signaling same-gender romance in platonic relationships than women did. In turn, romantic prototypicality drove the pattern of men (more than women) avoiding shared activities, above and beyond differences in how hedonic, enjoyable, and feminine the activities were; our findings further suggested that men's reluctance to share these experiences was due to pressure to conform to societal expectations rather than solely a personal preference. This research offers insight into how, despite evolving societal attitudes, heterosexual norms can lead men to make suboptimal consumption decisions and to forgo opportunities to connect with other men, ultimately perpetuating a stigma against intimacy between men.