This research study assessed the factors that affect Latino men's endorsement of hypermasculinity, an exaggerated form of traditional masculinity ideology. One hundred and one Latino men from two urban universities and surrounding neighborhoods completed measures that assessed ethnic identity, hypermasculinity, sex-role egalitarianism perceived in the home, and reference group identity dependence. It was hypothesized that hypermasculinity would be linked to traditional sex-roles taught in the home, male identity, and ethnic identity. The results indicate that hypermasculinity was associated with high ethnic identity and a male identity characterized by a lack of appreciation of differences among males.