The book was confusing and generally unhelpful ( )

I read this book after "The Myth of Male Power" and I wish some publisher would pick it up and reprint it. Of all Farrell's books on men's issues, this remains the most sympathetic to both sexes without ever fudging the issue that is in the title.
The chapter on advertising and spending patterns unravels how interested men are in women, and also how women are more interested in "Homes & Gardens" than men. This is still one of the most compelling bits of social science I have ever read (speaking as an academic working in this field).

My heart would like to give this book 5 stars for its sympathy to both sexes, but more recent work casts some doubt on Farrell's assumption that men prioritise women's looks in their partner selection, while women have multiple criteria. Aronson ("The Social Animal") finds it has primary importance for both sexes, while John Molloy ("Why Men Marry Some Women But Not Others") shows the variety of criteria men use to select wives is as broad as women's in selecting men. This challenges Farrell's view.

The other issue which needs comment is that this book is almost exclusively primary research. This is useful in some ways - it enables Farrell to take a fresh look at what the raw data suggests. On this level, the book is a hit. On another level, this approach is limiting because it does not give much room to other writers' views on gender issues. These are, however, minor quibbles.

My head, therefore, has to give this only 4 stars. Nevertheless, I hope a publisher reprints and promotes this book. For me, it is as important for men as The Feminine Mystique was for women. Anyone who reads both these books would appreciate how men's/women's lives interlock and mirror each others. ( )

Yup. Gender roles affect men too. ( )