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How Beards on Men and Makeup on Women Drive Sales
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How Beards on Men and Makeup on Women Drive Sales
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Consumer-behavior psychologist Sarah Mittal has been doing research on the effects of beards on men and makeup on women since 2018. She discovered that facial hair on a salesperson increased people's perceptions of expertise and trust, whereas the more makeup a saleswoman wore, the less trustworthy people judged her to be. Her paper showing these findings was published in the Journal of Business Research in August of 2021.

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