Most grown men are influenced by this. The patriachy is strongggg.

Just like you can manipulate women en-masse by appealing to patriarchal attitudes around femininity and beauty, maybe by talking about weight or hair, you can influence men by appealing to patriachal attitudes around masculinity.

I mean, you can convince the average American man to drop an extra 20K on a truck he doesn't need and a multiply his gas cost by 2x just by convincing him it's manly. You can discourage men from drinking cosmopolitans and instead have them drink the equivalent of cat piss by telling him it's unmanly.