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The current study addresses recent heightened public and scientific interest in how masculinity influences eating behaviors in men. Utilizing an experimental masculinity threat methodology with 122 college-attending male participants living in the United States, we investigated factors that may influence men’s decision-making between a masculine and neutral beverage. Results indicated that whether or not a participant had their masculinity threatened was not associated with choosing the masculine beverage. However, drive for muscularity (i.e. desire for a more muscular physique) and body appreciation (i.e. positive and accepting attitudes relating to one’s body) were associated with choosing the masculine beverage, regardless of condition. These results suggest that other factors aside from masculinity threat and conformity to masculine norms may substantially impact men’s food-related behaviors, in …