Purpose The purpose of this paper is to examine the relationship of masculine eating/drinking beliefs on male consumers’ concern with unhealthy eating/drinking habits and, in turn, with binge drinking. Additionally, this research tests if and how a change in these beliefs influences binge drinking intention and intention to eat unhealthy food. Design/methodology/approach Three studies were conducted in Bogotá (Colombian males; convenience sampling). The purpose of Study 1 (N = 209) was to develop a scale to measure masculine eating/drinking beliefs. Study 2 (N = 191) tested the mediating role of concern with unhealthy eating/drinking habits in the relationship of masculine eating/drinking beliefs with binge drinking. Study 3 (N = 179) was an experimental study, which examined the effect of information about some negative consequences of masculine beliefs on the answers to the masculine eating/drinking beliefs inventory and, in turn, on binge drinking intention and intention to eat unhealthy food. Findings A one-dimensional (eight-items) scale was developed and validated. The results of this paper show that masculine eating/drinking beliefs are associated with lower concern with unhealthy eating/drinking and, in turn, with higher binge drinking. Information that influences these beliefs leads to lower binge drinking and unhealthy food ingestion intentions. Research limitations/implications This research presents the first scale that measures masculine eating/drinking beliefs. It provides initial evidence on how an intervention focused on the negative consequences of sexism can influence these beliefs, affecting binge drinking and overeating intentions. Practical implications This research provides new findings on a topic associated with several health problems in many countries, including the effect on consumers’ weight gaining and related illnesses. Originality/value This research presents the first scale that measures masculine eating/drinking beliefs. It provides initial evidence about factors (through mediating variables) that link masculine eating/drinking beliefs with some unhealthy eating/drinking habits. In addition, the results show how information about some negative consequences of these beliefs can influence consumers’ binge drinking and unhealthy food ingestion intentions, which leads to key recommendations for future interventions. As a result, this research provides new findings on a topic associated with several health problems in many countries, including the effect on consumers’ weight gaining and related illnesses.

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La gestión organizacional está llamada a la articulación del talento humano, los recursos o capitales empresariales en la generación de valor a partir de sus marcas institucionales y sus productos derivados; para lo cual resulta necesaria una dinámica organizacional que opere en torno a las funciones esenciales en correspondencia con su naturaleza, estructura y con la realidad socioeconómica que le sirve de contexto posibilitando una orientación estratégica que enrute el logro y la sostenibilidad de las mismas. En tal sentido, la gestión organizacional supone el equilibrio en la aplicación de paradigmas y supuestos teóricos y prácticos que orientan el propósito organizacional a partir de sus características sustanciales, su espíritu emprendedor y su capacidad funcional que si bien debe operar en contexto influenciado por las dinámicas sociales, económicas y políticas del momento, no puede perder de vista los componentes de eficiencia, eficacia, efectividad y calidad; lo que demanda un ejercicio inter y transdiciplinar que garantice un ambiente organizacional signado por una dirección apoyada en la ética, la formulación estratégica capaz de hacer frente a los cambios y trasformaciones del momento posibilitando decisiones asertivas en condiciones de certidumbre, incertidumbre y riesgo.

The purpose of this study was to explore the effect of changing the context in which a product with different discount values has been associated with purchase prediction. Participants were trained in a learning task where they had to predict the probability of a result (purchase of a product) based on different images (products), presented in different contexts (stores). In store A, product X associated with different discount values (50%, 30%, 0%) and the product Z associated with a constant discount (30%) were presented. In store B, product Y was presented without discount (0%). Control products without discount were presented in each context (F1 and F2). The results indicate that the differential discount value is context dependent, which means that the probability of purchase is greater when the product with a variable discount is presented in the same store where the association with multiple discounts was previously learned. This effect was less with the product with constant discount and was not observed in the product without discount. The implications of these findings are discussed considering the effectiveness of discount promotional strategies in stores.