Women's Hair Color and Survey Response Rate: A Field Experiment

Previous research found that survey response rates were influenced by physical characteristics of the interviewer. However, the effect of hair color on compliance to a survey request has never been studied. Female confederates wearing blond, brown, black, or red wigs solicited 1,200 male and female pedestrians for a survey. It was found those male passersby, but not the female, agreed more frequently to the confederates wearing blond wigs whereas they agreed less to the same confederates wearing red wigs. Greater youth and healthiness associated with blond hair in women is used to explain these results. The practical interest in face-to-face surveys is addressed.