Is beard the male makeup? An experimental study on trust perception based on appearance

Bibliographic Data

ID9405166
AuthorsÂngela Cristiane Santos Povoa (0000-0002-6878-9517, Pontifícia Universidade Católica do Paraná, corresponding author), Wesley Pech (0000-0003-3962-3398, Seton Hall University), Juan José Camou Viacava (0000-0002-1945-0592, Pontifícia Universidade Católica do Paraná), Hendrigo Bernardi Korndorfer (Pontifícia Universidade Católica do Paraná), Lucas Casonato Jacinto (Pontifícia Universidade Católica do Paraná)
Year2025
Volume253
Pages104742-104742
Publication date2025-01-22
Open AccessYes
TypeARTICLE
VenueActa Psychologica (JOURNAL)
Journal identifiersISSN: 0001-6918 • E-ISSN: 1873-6297
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.actpsy.2025.104742
PMID39848199
OpenAlexW4406690315
LanguageEN
References cited37

Using economic games, this study explores how perceptions of trust are influenced by variables such as facial hair style, age, and attractiveness. The aim was to investigate the impact of facial characteristics on financial decisions related to trust. To achieve this, the study conducted a controlled trust experiment in a laboratory setting, manipulating the age and types of facial hair of the individuals being trusted. The findings reveal that a light stubble beard enhances perceived attractiveness, leading to an increase in trust, albeit not uniformly across all participants. In contrast to existing literature, which suggests that all forms of facial hair enhance trust and perceived attractiveness for all males, this study establishes that such effects are confined to young individuals sporting light stubble beards. Additionally, its insights hold significance for professionals such as managers, salespersons and otheers who often rely on visible physical attributes to establish and cultivate trusting relationships

Cognitive psychology · Perception · Evolutionary Psychology and Human Behavior · Neuroscience · Psychology · Psychology of Social Influence · Social and Intergroup Psychology · Social Psychology

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