When men break the gender rules: Status incongruity and backlash against modest men.

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Gender Stereotypes. (2018, background): “As a result, men who behave modestly in a professional context violate expectations of the masculine stereotype and are disliked because they are seen as weak and insecure (Moss-Racusin et al. 2010).”
Defending the Sex/Gender Binary: The Role of Gender Identification and Need for Closure (2020, background): “Similarly, gender/sex stereotypes are also implicated in the devaluation of women and men who behave in counter-stereotypical ways (Moss-Racusin et al., 2010; Rudman et al., 2012).”
Penalizing Men Who Request a Family Leave: Is Flexibility Stigma a Femininity Stigma? (2013, methodology): “In tandem with prior research, it appears that when men “act like women” they are charged with violating proscriptions against weakness and prescriptions for agency—gender rules that play a key role in employment discrimination (Heilman & Wallen, 2010; Moss-Racusin et al., 2010).”