Willer administered a gender identity survey to a sample of male and female Cornell undergraduates in the fall of 2004. Participants were randomly assigned to receive feedback that their responses indicated either a masculine or a feminine identity. While women's responses were unchanged regardless of the feedback they received, men's reactions "were strongly affected by this feedback," Willer said.
He questioned subjects about their political attitudes, including how they felt about a same-sex marriage ban and their support for President Bush's handling of the Iraq War. "I created composites from subjects' answers to these and other questions," he said. "I also gave subjects a car-buying vignette, presented as part of a study of purchasing a new car."With this in mind, perhaps SUV manufacturers will start running ads, with no brand names on them, impugning their audience's masculinity. I can see them now: "Hey you," a crew-cut, neckless drill-sergeant type shouts from the TV, "you call yourself a man? You ain't a man, you're a big girl's blouse!" Two ads later, a spot for the Hummer or the latest ultra-macho urban assault vehicle appears. Within the next week, sales go through the roof as office drones compensate for their perceived emasculation.
Meanwhile the researchers in question next intend to measure respondents' testosterone levels and also test their attitudes to violence against women.
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