In most societies, women's and men's behaviors and selfconcepts are shaped by a specific set of gender norms to which they should conform to be considered as 'real men' or 'real women'. Traditional masculinity norms are commonly considered hegemonic; that is, they contribute to men's superiority in the gender hierarchy (Connell, 1995;Connell & Messerschmidt, 2005;Messerschmidt, 2019) and comprise different dimensions, such as toughness, pursuit of status, restrictive emotionality, anti-femininity, and heterosexuality. Even though the literature suggests that these norms may be fading away for the benefit of more progressive norms (Flecha et al., 2013;Thompson & Bennett, 2015;Wade, 2015), research clearly shows that traditional masculinity norms are still prevalent (Duckworth & Trautner, 2019;Messerschmidt, 2019). In the present research, we investigated (heterosexual) men's reactions towards men who display stereotypically feminine behaviors (who deviate from traditional masculinity norms) and their motivations behind these reactions.
The Backlash Against Non-traditional MenResearch on the consequences people face when violating gender norms has chiefly focused on female targets. Overall, women are more likely to face backlash (i.e., social and economic sanctions) when behaving in a counterstereotypical way (see Rudman & Phelan, 2008, for a review). In the same vein, the few studies examining the consequences faced by men who do not conform to traditional masculinity norms (i.e., non-traditional men) have also revealed a backlash effect (see Moss-Racusin, 2014, for a review). For example, men who work in roles traditionally associated with women (e.g., elementary school teachers) tend to encounter more adverse reactions from others than women who do the same job (Eriksen & Einarsen, 2004;Heilman & Wallen, 2010;Moss-Racusin & Johnson, 2016). Traditional masculinity norms encompass a range of expectations to which men should conform to be considered as 'real men'. An important characteristic is emotionality, since it is generally considered stereotypically feminine in nature (