New research out of Canada and published in the March issue of the Journal of Consumer Research turns some conventional gender wisdom on its head. Most people believe that women respond more robustly than men to emotional advertising. But it turns out that guys get just as weepy as gals when they watch heartstring-tugging ads by themselves. It’s only when other people are around that men apparently dial back the emotions and seal up the tear ducts. This research, say the authors, has “profound implications . . . on how advertisers approach males with products.” Think about it. If you need me, I’ll be sitting alone in my office, watching old Coke commercials and weeping into my mini DVD player.