 Is the beauty premium accessible to all? An experimental analysisAngela Cristiane Santos Póvoa, Wesley Pech, Juan José Camou Viacava and Marcos Tadeu Schwartz Journal of Economic Psychology, 2020, vol. 78, issue C Abstract: We conducted a trust game experiment to investigate whether women are trusted more when they wear makeup than when they do not. Facial attractiveness, which was manipulated through the application of makeup by a professional makeup artist, was measured before and after makeovers. Trustors were shown a photograph of their female counterparts before they made decisions about money transfers to trustees. The results showed that wearing makeup increased perceived attractiveness, which in turn led trustors to make larger transfers to female trustees during the trust game. Additionally, we discovered a pure makeup premium that was mediated by gender. Specifically, female trustees with makeup received larger transfers than female trustees without makeup when the trustors were men, even after controlling for female trustees’ levels of attractiveness. Keywords: Trust; Trust game; Makeup; Beauty premium; Gender (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joepsy:v:78:y:2020:i:c:s016748702030009x DOI: 10.1016/j.joep.2020.102252 Access Statistics for this article Journal of Economic Psychology is currently edited by G. Antonides and D. Read More articles in Journal of Economic Psychology from Elsevier |
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