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Are You Trustworthy? Do You Have A Beard?

Are You Trustworthy? Do You Have A Beard?
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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

Daniel Edmundson
  • 15 april 2010

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.

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