Behavioral prescription specifies how people ought to act. Five studies investigated prescription for men of protective paternalism, a particular form of benevolent sexism, depending on contextual and individual factors. In Studies 1 and 2, female participants prescribed for men more protective paternalistic behavior toward women in a romantic than in a work context. In Study 3, male participants prescribed the same level of protective paternalistic behavior as female participants did. Conversely, more gender egalitarianism was prescribed for men in a work than in a romantic context (Studies 1-3). In Study 4, the same protective paternalistic behavior was labeled as intimacy in a romantic context but was identified to the same extent as intimacy and as sexism in a work context. In Study 5, female participants' benevolent sexist beliefs predicted their prescription of protective paternalistic behavior for men in both contexts. These studies demonstrated that prescription of protective paternalism for men is a complex phenomenon because it depends on contextual as well as individual variables. These findings need to be added to the list of factors explaining how this particular form of sexism is maintained within gender relationships and how it contributes to women's subordination. (Contains 1 table.)