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

Abstract

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.