Bald and Bad?: Experimental Evidence for a Dual-Process Account of Baldness Stereotyping

Abstract. According to (a) the beauty ideal of a full head of hair and (b) the physical attractiveness stereotype (PAS; “what is beautiful is good”), bald men should appear less attractive than nonbald men, not only physically but also socially. To explain inconsistent results on this prediction in previous research, we suggest two antagonistic processes: the automatic activation of the PAS at the implicit level and its suppression at the explicit level, the latter process selectively triggered by individuating information about the target person. In line with this account, we only found negative social attractiveness ratings for bald men by same-aged women when individuating target information was lacking (Experiment 1). In contrast, irrespective of whether individuating information was available or not, we reliably found evidence for the PAS in different implicit paradigms (the implicit association test in Experiment 2 and a source monitoring task in Experiment 3). We conclude that individuating information about bald men suppresses PAS application, but not PAS activation.