Suppose $f:\mathbb{R}^n\setminus\{0\}\to \mathbb{R}^m\setminus\{0\}$ is a linear map inducing a map $g:\mathbb{R}P^{n-1}\to \mathbb{R}P^{m-1}$ and hence a homomorphism $$ g^*:\mathbb{Z}/2\mathbb{Z}[x]/(x^m)\to \mathbb{Z}/2\mathbb{Z}[y]/(y^n) $$ on cohomology rings with $\mathbb{Z}/2\mathbb{Z}$-coefficients. Since this is a graded ring map, we have $x\mapsto \lambda y$.
Why does linearity imply that $\lambda=1$? Is there an argument without going into the calculation of the cohomology of the projective space?