Male sexual dysfunction is a prevalent and distressing condition, which may be exacerbated by the sufferer's perceptions of masculinity and normative sexual behavior. This study sought to investigate the effect of social context on males' beliefs regarding sexual behavior. The research examined the effect of male role modeling and masculine cues on males' dysfunctional sexual beliefs, sexual attitudes, and self-perceptions of sexual functioning. A sample of 140 male participants, with a mean age of 29 years, was exposed to pictorial and verbal cues that presented different versions of male behavior across three conditions. Results indicated that males exposed to models and cues of traditional masculinity showed significantly increased levels of dysfunctional sexual beliefs and traditional sexual attitudes relative to males exposed to models of modern masculinity. Results also indicated that males exposed to traditional masculine stimuli reported lower levels of sexual inhibition due to fear of performance failure than males exposed to models of modern masculinity. The potential role of social context is discussed in the development and maintenance of male sexual dysfunction and its implications for treatment.