Are You Trustworthy? Do You Have A Beard?
A recent study in the Journal of Marketing Communications finds that bearded men are considered more trustworthy and amiable, compared to their clean-shaven counterparts
A recent study in the Journal of Marketing Communications finds that bearded men were considered more trustworthy and amiable, compared to their clean-shaven counterparts. In the study, participants were shown pictures of men endorsing certain products, and asked to choose which seemed more knowledgeable in connection to each product. In other pictures, the formerly shaven men had beards. Participants thought the men with beards had greater expertise and were significantly more trustworthy when they were endorsing products like cell phones and toothpaste.
The Chronicle of Higher Education goes on to note such implications:
“The researchers say the implications of their findings could extend far beyond advertisements. For instance, male politicians might want to consider not shaving because the ‘presence of a beard on the face of candidates could boost their charisma, reliability, and above all their expertise as perceived by voters, with positive effects on voting intention.'”
photo via Library of Congress
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
A talk from Scott Bedbury at PSFK 2017 stresses the importance of transparency in a country that has fallen prey to “alternative facts”