British men’s hair color preferences: An assessment of courtship solicitation and stimulus ratings

Abstract

Swami, V. & Barrett, S. (2011). British men’s hair color preferences: An assessment of courtship solicitation and stimulus ratings. Scandinavian Journal of Psychology 52, 595–600. Two studies examined the influence of women’s hair color on approach behavior by British men and on ratings of physical attractiveness and personality. In Study 1, a female confederate whose hair color was dyed blonde, brunette, or red was instructed to sit in several nightclubs. It was found that she was approached significantly more frequently by men in the blonde condition. In Study 2, images of the same confederate were rated by 126 men. Results showed that the brunette stimulus was rated as more physically attractive, intelligent, approachable, competent, and arrogant, whereas the blonde stimulus was rated as more needy. These results are discussed in relation to the literature on hair color and attractiveness, but also in terms of women’s own perceptions of their hair color.

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