Masculinity threats influence evaluation of hypermasculine advertisements

ABSTRACT

The precarious manhood paradigm posits that many men view their gender as a social status that must be earned and maintained, and can be lost. The present study applied the precarious manhood paradigm to a hypermasculine advertisement. A sample of 208 men was collected online. Using a false feedback paradigm, men’s masculinity was either threatened, or not threatened. The men then viewed one of two commercials. One commercial was a neutral, control advertisement, and one was a hypermasculine advertisement. We also measured participants’ endorsement of masculine norms. Results of a moderated moderation analysis indicated that men in the threat condition were more likely to view the hypermasculine advertisement as being masculinity-enhancing, if they also endorsed the masculine norms of Winning, Heterosexual Self-Presentation, and Power over Women. Results for future research applying precarious manhood to advertising, and implications for clinical work with men, are discussed.     

Mental representation of three-dimensional objects in visual problem solving and recognition

Subjects inspected sets of flat, separated orthographic projections of surfaces of potential three-dimensional objects. After solving problems based on these orthographic views, subjects discriminated between isometric views of the same objects and drawings of distractor structures. Recognition of the isometrics, which had never been shown during the problem solving phase of the experiment, was excellent. In addition, recognition of isometrics corresponding to problems that had been solved correctly when presented in orthographic form was significantly superior to recognition of isometrics based on problems solved incorrectly. In Experiment 2, conditions were included in which either orthographic or isometric views functioned as problem solving or recognition displays. Only in the case of orthographic problem solving followed by isometric recognition (Experiment 1) was the superiority of recognition for correctly-solved problems over incorrectly-solved problems obtained. The pattern of results suggests that viewers construct mental representations embodying structural information about integrated, three-dimensional objects when asked to reason about flat, disconnected projections.     

Neuropsychological evidence for case-specific reading: Multi-letter units in visual word recognition

We describe a patient (GK) who shows symptoms associated with Balint's syndrome and attentional dyslexia. GK was able to read words, but not nonwords. He also made many misidentification and mislocation errors when reporting letters in words, suggesting that his word-naming ability did not depend upon preserved position-coded, letter identification. We show that GK was able to read lower-case words better than upper-case words, but upper-case abbreviations better than lower-case abbreviations. Spacing the letters in abbreviations disrupted identification, as did mixing the case of letters within words. These data cannot be explained in terms of letter-based reading or preserved holistic word recognition. We propose that GK was sensitive to the visual familiarity of adjacent letter forms.