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 Honestly, this just sounds like "hey attacking people's egos makes them do dumb things", which seems obvious to me?

@neal If you're referring to the paper its main benefit is formally testing the hypothesis.

If you're just talking about the idea, then yeah, the idea that some may over compensate in exterior displays of a trait they feel insecure about is probably not ground breaking as an idea no.

@jmcrookston A bit of both. Good to know that's basically what's going on. :)

@neal Yeah, the paper is basically suggesting and testing whether comically overcompensated displays of masculine traits may be a sign of insecurity. (I don't have it in front of me right now so this is just a quick summary from memory,)

Definitely some common sense to the idea, which probably arises because we can observe it around us and guess at the cause. (This is me guessing though.)