Monday, April 19, 2010

Chronicle of Higher Education undermines bearded stereotypes

During an interview, an outdoor gear salesman told me that he shaved to appear more "approachable." Playoff beard guy, as well as other beard pundits, have said that people with beards look more intimidating and less trustworthy -- they are people with something to hide.

A recent marketing study, profiled in the Chronicle of Higher Education, disputes this claim. In this study, bearded men endorsing products were considered significantly more trustworthy than their clean-shaven counterparts.

In our interview last week, Peterkin commented that older people find it difficult to trust people with beards, while young people have fewer concerns. I wonder about the age demographics of participants in this study, and whether the results would've been different if the products in question were target-marketed to the denture or download groups.

[Chronicle of Higher Education]