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.     

Sensitivity and response bias in fear of spiders

According to cognitive theories of anxiety, phobic patients are searching the environment for threatening stimuli, and detecting them rapidly. However, previous studies failed to find a lowered perceptual threshold for threatening stimuli in specific phobias. Therefore, two experiments applying a signal detection paradigm were conducted. Highly spider fearful and nonfearful participants were asked to decide whether a picture of a spider, beetle, or butterfly was presented. In both experiments, spider fearfuls were not better at detecting spiders, or any other animal, than healthy controls. Instead, spider fearfuls were more liberal in assuming that they had seen a spider or a beetle. In accord with earlier studies, these results suggest that spider phobics may exhibit an interpretation bias rather than improved detection of threat.