Women are attracted to macho men and see modesty as a sign of weakness, says a study.
The "modest" man is a big turn-off for the opposite sex, who prefer partners who are rugged and "manly",
reported quoting the study.
Psychologist Corinne Moss-Racusin, who conducted the study, explored the consequences for men and women when they acted modestly in staged job interviews.
The applicants, played by actors, were judged equally competent. But the modest men were less liked - a sign of social backlash, said the study.