The Sweet Color of an Implicit Request: Women’s Hair Color and Spontaneous Helping Behavior

Results of previous researchers’ studies on the effect of blond hair color on helping behavior have been inconsistent. In addition, spontaneous helping behavior has not been examined. In this study, female confederates wearing blond, brown, or dark wigs accidentally dropped a glove while walking in pedestrian streets and then walked away, apparently not aware of their loss. It was found that male and not female pedestrians helped the confederates wearing blond wigs more often. An explanation for these results is that a greater degree of youth and good health is associated with women who have blond hair.