Skägg skapar tillit

Dessa nya forskningsrön förstår jag mig inte alls på:

A recent study in the Journal of Marketing Communications found that men with beards were deemed more credible than those who were clean-shaven. The study showed participants pictures of men endorsing certain products. In some photos, the men were clean-shaven. In others, the same 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.

Själv blir jag rädd för män med skägg. Jag undrar: Vad försöker de dölja? Jag måste vara en atypisk konsument. Nå, denna studie studerade bara välansade och medelstora skägg. Det finns ju en rad olika ansiktsprydnader med, kan man gissa, lite olika effekter på tilliten. Ta en titt på detta schema, som ger lite prediktioner (klicka för större bild):

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