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Are You Trustworthy? Do You Have A Beard?

Are You Trustworthy? Do You Have A Beard?
Advertising

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.

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.'”

The Chronicle of Higher Education: “The Trustworthiness of Beards”

[via GOOD]

photo via Library of Congress


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