Farid Pazhoohi and Robert Burriss asked a 25-year-old woman to stand on the same busy, well-lit street in Shiraz, Iran on two consecutive Monday nights until 1000 cars has passed. The first week she wore relatively liberal clothing – a black hijab and tight black clothing that revealed her body shape. The second week she wore a black chador which conceals the entire head and body (except the face) beneath a black cloak. The idea was to see how many drivers would stop to offer the woman a lift. When the woman wore a chidor, only 39 drivers stopped for her, compared with 214 drivers who stopped when she wore the more liberal costume (all drivers who stopped were male). This nearly 7-fold increase in interest is similar to, but much larger than, the effect seen in French research in which male drivers were more likely to stop for a woman who was smiling, had large breasts, wore red or makeup.
The researchers said: "Our results extend the findings of previous studies in Europe and North America on male helping behavior and female attractiveness to Iran, a nation where courtship behav- ior and dress are constrained by stricter social mores and laws than apply in the West."
Pazhoohi, F., & Burriss, R. (2016). Hijab and “Hitchhiking”: A Field Study Evolutionary Psychological Science, 2 (1), 32-37 DOI: 10.1007/s40806-015-0033-5
Post written by Christian Jarrett (@psych_writer) for the BPS Research Digest.
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