Masculinity threats influence evaluation of hypermasculine advertisements

Area of Science:

• Psychology
• Sociology
• Marketing

Background:

• The precarious manhood paradigm suggests men perceive gender as a fragile social status.
• This status requires constant validation and can be lost.
• Hypermasculine advertising may exploit or reinforce these perceptions.

Purpose of the Study:

• To investigate the application of the precarious manhood paradigm to hypermasculine advertisements.
• To examine how masculinity threat and endorsement of masculine norms influence men's perception of such ads.

Main Methods:

• Online study with 208 men.
• Utilized a false feedback paradigm to threaten or not threaten participants' masculinity.
• Participants viewed either a neutral or hypermasculine advertisement.
• Measured endorsement of specific masculine norms (Winning, Heterosexual Self-Presentation, Power over Women).

Main Results:

• Men in the threat condition perceived the hypermasculine ad as masculinity-enhancing.
• This perception was significant only for men who endorsed norms of Winning, Heterosexual Self-Presentation, and Power over Women.
• Indicates a moderated moderation effect.

Conclusions:

• Men's endorsement of specific masculine norms moderates the effect of masculinity threat on their reception of hypermasculine advertising.
• Findings have implications for understanding advertising effectiveness and clinical interventions with men.