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 @jmcrookston except most women aren’t vulnerable to this tactic. When we go car shopping we are logically looking for something we have researched. We’re not out there just trying to buy the biggest baddest thing on the road to impress everyone else. The women I know who buy SUVs either have a whole bunch of kids they need to fit in there or they’re concerned about safety and think they are safer.

@maggiejk

I also think I'm not vulnerable to it. If someone walks up to me 'to help' in a shop I usually tell them 'no thanks'. I often know more about the product I want to buy than the sales persons. I more than once asked something after which the sales person hesitated and frantically looked at the descriptions on the product cards, then reading that 😂

@neal @jmcrookston