US researchers argue that while women may enjoy being showered with attention, benevolent sexism is ‘insidious’ and men who are guilty of it see women as incompetent beings who require their ‘cherished protection’.

Professor Judith Hall, of Northeastern University in Boston, said: ‘Benevolent sexism is like a wolf in sheep’s clothing that perpetuates support for gender inequality among women. 

‘These supposed gestures of good faith may entice women to accept the status quo in society because sexism literally looks welcoming, appealing and harmless.’