Changing men's male gender-role attitudes by applying the elaboration likelihood model of attitude change

The traditional male gender role has been associated with a host of psychological and physical problems. In this study, 118 male university students viewed one of two videotaped interventions based on R. E. Petty and J. T. Cacioppo's [(1986) Communication and Persuasion: Central and Peripheral Routes to Attitude Change, New York: Springer-Verlag) elaboration likelihood model of attitude change (ELM) or were in a control group. One intervention was designed to create less traditional male gender-role attitudes, the other to enhance participants' attitudes toward seeking psychological help. Both interventions significantly changed male gender-role attitudes on Brannon Masculinity Scale scores, but not their Gender Role Conflict Scale—I scores, and neither influenced help-seeking attitudes. The overall pattern of scores suggests that men's attitudes about the male role may be less resistant to change than attitudes about one's own gender role or one's fear of femininity.