This article explores how norms of a "culture of honor" manifest in the thoughts, emotions, behaviors, and physiological responses of southern White males. Three experiments were conducted with University of Michigan students who grew up in the North or South. Participants were insulted by a confederate who bumped into them and called them an "asshole." Compared to northerners, southerners were more likely to feel their masculine reputation was threatened, more upset (as shown by increased cortisol levels), more physiologically prepared for aggression (as shown by increased testosterone levels), more cognitively prepared for aggression, and more likely to engage in aggressive and dominant behavior. These findings highlight the insult-aggression cycle in cultures of honor, where insults threaten a man's reputation and he tries to restore his status through aggressive or violent behavior. The United States has several subcultures with such norms, including the southern White male culture. Historically, the American South has been viewed as more violent than the North, and this is attributed to the South's culture of honor, where affronts are met with violent retribution. This culture has roots in the South's herding economy and the need for self-reliance in a lawless frontier environment. The culture of honor persists today, with southern White males being more likely to support violence used for self-defense or in response to an insult. The research presented here is an experimental ethnography of the southern White male culture of honor. The three experiments examined how this culture manifests in the cognitions, emotions, behaviors, and physiological reactions of participants. The overarching theme was the importance of an affront to southern white males and their need to respond to it. The results showed that southerners were more likely to view an insult as damaging to their status and reputation, more upset by the insult, and more prepared for aggressive and dominant behavior after being insulted. The findings suggest that the culture of honor is perpetuated by the institutions of the South, including laws and social policies. The research also shows that even college students from the South subscribe to culture-of-honor norms. The experiments demonstrated that southern participants were more likely to react aggressively to insults, especially in scenarios involving affront or challenge. The results indicate that an insult may make a southern male angry and lower his threshold for anger in response to subsequent affronts, without necessarily producing hostility in response to innocuous stimuli.This article explores how norms of a "culture of honor" manifest in the thoughts, emotions, behaviors, and physiological responses of southern White males. Three experiments were conducted with University of Michigan students who grew up in the North or South. Participants were insulted by a confederate who bumped into them and called them an "asshole." Compared to northerners, southerners were more likely to feel their masculine reputation was threatened, more upset (as shown by increased cortisol levels), more physiologically prepared for aggression (as shown by increased testosterone levels), more cognitively prepared for aggression, and more likely to engage in aggressive and dominant behavior. These findings highlight the insult-aggression cycle in cultures of honor, where insults threaten a man's reputation and he tries to restore his status through aggressive or violent behavior. The United States has several subcultures with such norms, including the southern White male culture. Historically, the American South has been viewed as more violent than the North, and this is attributed to the South's culture of honor, where affronts are met with violent retribution. This culture has roots in the South's herding economy and the need for self-reliance in a lawless frontier environment. The culture of honor persists today, with southern White males being more likely to support violence used for self-defense or in response to an insult. The research presented here is an experimental ethnography of the southern White male culture of honor. The three experiments examined how this culture manifests in the cognitions, emotions, behaviors, and physiological reactions of participants. The overarching theme was the importance of an affront to southern white males and their need to respond to it. The results showed that southerners were more likely to view an insult as damaging to their status and reputation, more upset by the insult, and more prepared for aggressive and dominant behavior after being insulted. The findings suggest that the culture of honor is perpetuated by the institutions of the South, including laws and social policies. The research also shows that even college students from the South subscribe to culture-of-honor norms. The experiments demonstrated that southern participants were more likely to react aggressively to insults, especially in scenarios involving affront or challenge. The results indicate that an insult may make a southern male angry and lower his threshold for anger in response to subsequent affronts, without necessarily producing hostility in response to innocuous stimuli.