The Perceived Trustworthiness of a Males With Facial Hair

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The present experimental study used a 2 x 2 between groups design to examine the effects of facial hair (beard or no beard) and participant gender on the perceived trustworthiness of a male face as seen in a candidate profile. Participants (N = 100) assessed either the candidate profile that showed a photograph of a bearded candidate or the candidate profile that showed a photograph of a clean shaven candidate. The information in both candidate profiles was kept constant except for the independent variable (facial hair). The profiles included a job description, the name of the candidate, education level, and work experience. After reading the profile, participants answered a seven-item questionnaire that measured their judgments of the candidate. Also, the questionnaire measured if gender would play a role in their perceptions of the candidate. Results showed a main effect of hair for items relating to trustworthy (trust, good, mature, would follow directions). On the other hand, there was no main effect of sex or significant interactions between hair and sex.

THE PERCEIVE TRUSTWORTHINESS OF MALES WITH FACIAL HAIR

According to Guido, Peluso, and Moffa (2011) facial hair is a secondary facial feature; which can play a role when making judgments about others (Reed & Blunk, 1990). In light of this, pass and recent studies have been conducted to investigate this process.

In a recent study, different stages of male facial hair growth were used to assess the judgments of female and male participants (Dixson & Brooks, 2013). Dixson and Brooks selected and photographed four stages of facial hair growth: clean shaven, light stubble (five days/not shaved), heavy stubble (ten days/not shaved) and full beard (6 weeks/not shaved). Th...

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...ology, 23(3), 481-490. doi:10.1093/beheco/arr214

Guido, G., Peluso, A. M., & Moffa, V. (2011). Beardedness in advertising: effects on endorsers' credibility and purchase intention. Journal of Marketing Communications, 17(1), 37-49. doi:10.1080/13527260903157383

Hellström, Å., & Tekle, J. (1994). Person perception through facial photographs: effects of glasses, hair, and beard on judgments of occupation and personal qualities. European Journal of Social Psychology, 24(6), 693-705. doi:10.1002/ejsp.2420240606

Reed, J., & Blunk, E. M. (1990). The influence of facial hair on impression formation. Social Behavior and Personality, 18(1), 169-175. doi:10.2224/sbp.1990.18.1.169

Wogalter, M. S., & Hosie, J. A. (1991). Effects of cranial and facial hair on perceptions of age and person. The Journal of Social Psychology, 131(4), 589-591. doi:10.1080/00224545.1991.9713892

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