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

• Published in: Acta psychologica 2025-03, Vol.253, p.104742, Article 104742
• Main Authors: Póvoa, Angela Cristiane Santos, Pech, Wesley, Viacava, Juan José Camou, Korndorfer, Hendrigo Bernardi, Jacinto, Lucas Casonato
• Format: Article
• Language: English
• Subjects: Adolescent; Adult; Age Factors; Attractiveness; Beard; Beauty; Beauty premium; Face; Female; Hair; Humans; Male; Social Perception; Trust; Trust - psychology; Trust game; Young Adult
• ISSN: 0001-6918; 1873-6297; 1873-6297
• DOI: 10.1016/j.actpsy.2025.104742

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. •Young males benefit more from having a beard, but it depends on its type.•Light stubble beards influence perceived attractiveness, enhancing trust.•Older males were trusted more regardless of the presence of a beard.•The type of beard and age are both essential to increase perceived trust.