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The Persistence of Homophobia in Men's Friendship Norms
Sherrie Y Xue1, Stephanie C Lin1, Christilene du Plessis2
1Department of Marketing, INSEAD.
Psychological Science
|December 3, 2025
Summary
Men, more than women, avoid shared activities with same-gender peers due to societal pressure to appear heterosexual. This impacts social connection and perpetuates stigma against male intimacy.
Area of Science:
- Social Psychology
- Consumer Behavior
- Sociology
Background:
- Societal expectations shape individual behavior and social interactions.
- Heterosexual norms can influence perceptions of platonic intimacy.
Purpose of the Study:
- To investigate gender differences in avoiding shared experiences with same-gender peers.
- To examine the role of heterosexual norms and romantic prototypicality in these avoidance behaviors.
Main Methods:
- Five preregistered studies and one supplementary study.
- Involved 3,215 adult participants.
- Utilized experimental and survey-based methodologies.
Main Results:
- Men, compared to women, significantly avoided shared activities with same-gender individuals.
- This avoidance was driven by men's greater apprehension about signaling same-gender romance and conforming to heterosexual norms.
- The findings were independent of the hedonic, enjoyable, or feminine nature of the activities.
Conclusions:
- Heterosexual norms pressure men to avoid platonic intimacy, leading to suboptimal social and consumption decisions.
- This perpetuates stigma against intimacy between men, despite evolving societal attitudes.
- Understanding these norms is crucial for fostering greater social connection and challenging stigma.
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