I can't get over this sentence no matter how often I read it.

"Women showed no effects when told they were masculine; however, men given feedback suggesting they were feminine expressed more support for war, homophobic attitudes, and interest in purchasing an SUV."

Overdoing Gender: A Test of the Masculine Overcompensation Thesis
Author(s): Robb Willer, Christabel L. Rogalin, Bridget Conlon, and Michael T. Wojnowicz Source: American Journal of Sociology, Vol. 118, No. 4 (January 2013), pp. 980-1022
Men are just not good leaders because they're too emotional and WHAT I'LL HAVE YOU KNOW I HAVE FOUR SUVs SIR FOUR OF THEM
"In this way, men may inadvertently reveal feelings of threat by behaving in a more extremely masculine way than they otherwise would. If true, the thesis implies that extreme, caricatured demonstrations of masculinity among men may in fact serve as tell-tale signs of underlying insecurity, not self-assured confidence. Those men who exhibit the most masculine traits may actually be seeking cover for lurking insecurities, their outsized masculine displays in fact strategic claims at ...
masculine status, efforts to pass as something they fear they are not."

Applied practically in everyday life:

Car salesman:
Can I interest you in this much more expensive SUV?

Man:
Nah, I'm okay with this hatchback.

Car salesman:
Does perhaps your wife make the purchasing decisions in the family and I should be talking with her?

Man:
I'll take 7.

@jmcrookston you would be surprised of how many "are you sure you want to get married?" in a joking tone a man gets when he buys something expensive and says he is engaged. Including wedding stuff. Even in front of his bride.

I get now it's a sales technique. Just a version of what you're saying.

@laguiri @jmcrookston So, wait. Does it really goes something like:
MAN: I would like to buy this incredibly expensive diamond necklace for my fiancé to wear at our wedding.
SALESGUY: An excellent choice, sir. [while wrapping it up slowly] Boy, looking forward to a lifetime of wedded bliss. [winks] Are you quite sure you’re ready to take the plunge?
MAN: Say, do you have anything even more expensive? Or maybe something in a solid gold SUV?
@Gorfram @laguiri @jmcrookston I’ve seen that conversation play out pretty similarly, except the salesman always lets the dude know the return policy in case he changes his mind. Because the trope is that they’re dragged to the alter & something about a ball and chain.
@maggiejk @laguiri @jmcrookston That's the trope.
In my own dating experience, I've found that nothing cures a guy's commitment-phobia like telling him I'm not sure I'd ever want to marry anyone. You could almost hear the snap from "ain't no woman gonna tie me down" to "how dare you wound me so, by saying you might not want to grant me access to your legal, financial, and physical existence within a societal framework that generally favors the male partner."