Why Women don't want Macho Men

'The big question that comes of the study is this: Is it possible that modern medicine—and by extension modern life—inadvertently devalues masculinity? Possibly. Is the Marlboro Man, that smoking-hot icon of American manhood, under threat of being extinguished? Given American women's apparently strong masculinity preferences, the answer is no. We are not ready to get rid of our macho men. (Then again, we also have yet to improve our health index ratings.) Yet there are some smoke signals that suggest change is just over the horizon.

As the social environment shifts, so may women's mate preferences. While Stone Age forces once wired women to associate strong cues of masculinity with their children's chance of survival, times are changing. The promise of improved health care in America could be one example of a shift.'

- Jena Pincott, 'Why Women Don't Want Macho Men '.