The Masculine Mystique
online.wsj.com
online.wsj.com
Or cultural traditions like
Mărţişor: http://en.wikipedia.org/wiki/M%C4%83r%C5%A3i%C5%9For
and
Martenitsa: http://en.wikipedia.org/wiki/Martenitsa
Or ancient history, or recent history, or genetics, etc.
This really makes me wonder about the study, and exactly what they measured?
From what I've read of evolutionary pyschology, when women are younger and adventurous, or when their friends are single, they are looking for alpha males. But when they want to settle down they often lean towards less masculine beta males.
Uhm...