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Waitresses� Hair Color and Customers� Tipping Behavior: Blondes Receive More Tips from Men but not from Women


C�line Jacob
Universit� de Bretagne-Sud

Nicolas Gu�guen 
Universit� de Bretagne-Sud

Dr C�line Jacob (PH.D)
Associated-Professor of Marketing
Universit� de Bretagne-Sud
IUT de Vannes- D�partement TC
8, rue Montaigne
BP 561 - 56017 VANNES - FRANCE
celine.jacob HYPERLINK "mailto:nicolas.gueguen@univ-ubs.fr" @univ-ubs.fr

Dr Nicolas Gu�guen (PH. D.) corresponding author
Professor of Behavioral Science
Universit� de Bretagne-Sud
UFR DSEG
Rue de la loi
56000 VANNES - FRANCE
 HYPERLINK "mailto:nicolas.gueguen@univ-ubs.fr" nicolas.gueguen@univ-ubs.fr

Abstract
The study of the effect of women�s hair color on people�s behavior has revealed discrepant results, which could be explained by many methodological differences and confounding variables in the literature on this topic. For this study, the effect of hair color on behavior was experimentally tested in a tipping context. Two waitresses in one restaurant located in Brittany, France, were instructed to wear blond, brown, or dark colored wigs. The effect of hair color on tipping according to the patrons� gender was measured. It was found that the waitresses wearing blond wigs received more tips but only from male patrons. Waitresses� hair color had no effect on women�s tipping behavior. 

Keywords: Tipping; hair color; blond; gender differences
Waitresses� Hair Color and Customers� Tipping Behavior: Blondes Receive More Tips from Men but not from Women

In many countries, whether in bars or in restaurants, the wages waiters and waitresses receive depend on tips. Therefore, for these servers and their managers, knowledge about factors that affect customers� tipping behavior is important. 
Several experimental studies have suggested that servers can easily influence customers� tipping. Previous research studies have shown that servers earn larger tips when they introduce themselves by name (Garrity & Degelman, 1990), repeat the verbal order of their customers (Van Baaren, Holland, Steenaert, & Van Knippenberg, 2003), write �thank you� on the back of checks (Rind & Bordia, 1995), draw a smiley face or a picture of the sun on the check (Gu�guen & Legoh�rel, 2000; Rind & Bordia, 1996), give customers big, open mouthed smiles (Tidd & Lockart, 1978), touch customers (Crusco & Wetzel, 1984; Ebesu-Hubbard, Tsuji, Williams, & Seatriz, 2003; Hornik, 1992; Lynn, Le, & Sherwyn, 1998; Stephen & Zweigenhaft, 1986), or crouch next to the table (Davis, Schrader, Richardson, Kring, & Kiefer, 1998; Lynn & Mynier, 1993; Van Volkinburg, 1998).
Some studies have also shown that servers� appearance, more particularly waitresses� physical appearance, is associated with variations in customers� tipping behavior. Lynn (2009) found that waitresses� tips increase with breast size and decrease with body size. Lynn and Simons (2000) also found that attractive waitresses earn larger sales-adjusted tips than do less attractive waitresses, whereas attractiveness has no effect on the tips waiters receive. Previous research has also shown that make-up or hair ornaments are associated with a greater level of tipping behavior. Gu�guen and Jacob (2011) and Jacob, Gu�guen, Boulbry, and Ardicioni (2009) found that restaurant male customers, but not female customers, gave more tips to waitresses wearing cosmetics. Taken together, these field studies seem to show that customers are sensitive to employees� physical appearance, particularly when the behavior of male customers toward waitresses is examined. 
With respect to restaurant employees, there remains one aspect of their physical appearance that has yet to be experimentally studied: hair color. Although hairstyle and color are a common, striking, and obvious feature of people�s appearance, psychological research focusing on women�s hair, and particularly on women�s hair color, has received little attention (Hinsz, Matz, & Patience, 2001). It has often been suggested in popular culture that men find women with lighter colored hair to be more attractive. However, the literature concerning the effect of hair color on helping behavior has shown that this assumption was not always borne out. Juni and Roth (1985) asked male and female confederates to approach men and women in the street and to solicit them for spare change. Confederates wore either brunette wigs or blond wigs. Results showed that the hair color of the male and female confederates did not affect helping behavior for both male and female participants. These results did not support the authors� hypothesis that blond hair could influence helping behavior. 
However, further studies showed the reverse effect. Price (2008) found that blond female door-to-door fundraisers received more donations than their brunette counterparts. Gu�guen and Lamy (2009) instructed 20- to 22-year-old female confederates to hitchhike while wearing a blond, brown, or black wig. They found that blond hair, compared to brown hair or black hair, was associated with a small but significant increase in the number of male drivers who stopped to offer a ride whereas hair color had no effect on the female drivers who stopped. Recently, Swami and Barrett (2011) reported that a blonde confederate was approached more frequently in a bar setting than a redhead or brunette. Lynn (2009) found that waitresses� tips were influenced by their hair color. Waitresses were solicited to complete an on-line survey about their physical characteristics, self-perceived attractiveness and sexiness, and average tips earned. The survey results indicated that higher waitresses� tips were associated with having blond hair. 
Therefore, inconsistent results have been found in the literature: some studies have revealed a positive effect of blond hair on helping behavior (Gu�guen & Lamy, 2009; Lynn, 2009; Price, 2008) while one study showed no effect (Juni & Roth, 1985). While the later studies seem to show that blond hair color elicits greater helping behavior, the generalization of this result is difficult to make. Beyond the fact that one study showed no effect (Juni & Roth, 1985), there were a number of methodological differences between the studies. In Lynn�s (2009) study and in Price�s (2008) study, the method used was correlational, and the authors did not control the age of the women, the gender of the customers (Lynn, 2009), the person solicited in the fund raising effort (Price, 2008), or other factors that could explain the positive effect of hair color on people�s behavior (e.g. hair length, ethnicity). 
In Gu�guen and Lamy�s (2009) study and in Juni and Roth�s (1985) study, the authors used an experimental design. However, in Juni and Roth�s study, the sample size tested by each confederate was very small (nine pedestrians), and the attractiveness of the two female confederates was not controlled. In Gu�guen and Lamy�s study, the authors did not control for possible confounding variables related to attractiveness such as makeup or clothing appearance, when other studies have shown that makeup and clothing appearance are associated with variations in helping behavior toward women (Jacob, Gu�guen, Boulbry, Ardicioni, 2009; Long, Mueller, Wyers, & Jones, 1996). These studies were also carried out  at different periods, and it is also possible that hair color preferences have changed at societal level, which may explain why earlier studies indicate a bias toward brunettes, whereas more recent studies indicate a preference for blondes. Variations in the frequency of blond hair in the countries where these studies were carried out may also help account for the differences (Frost, 2006). 
Given such possible confounding variables found in the literature on hair color and the lack of any experimental study  testing the effect of hair color on tipping, there is a need for a more controlled study and with large sample-sizes. Tipping behavior was used as a measure of the effect of behavioral effect of hair color given the fact that previous studies that manipulated another aspect of physical appearance had demonstrated a link between attitudes and tipping behavior. Several studies indicated that women wearing cosmetics were rated as being more feminine and more physically attractive (Cox & Glick, 1986; Graham & Jouhar, 1981; Workman & Johnson, 1991). Those positive attitudes were then confirmed by behavioral measures: Gu�guen and Jacob (2011) found that waitresses wearing cosmetics received more tips and that this effect was mediated by the rating of physical attractiveness. 
In the present study, the direct effect of female waitresses wearing blond, brown, or dark colored wigs was examined. It was hypothesized that men would leave more tips to a blond waitress. 
Method
Participants and Setting
Three hundred and eighty-six restaurant customers (250 males and 136 females) who acted as participants were randomly assigned to three groups. The restaurant where the experiment was carried out had 24 place settings with 10 tables for 2 patrons and 6 tables for 4 and offered a limited choice of dishes: 6 meat dishes (3 beef, 2 pork, 1 mutton), 5 fish dishes (2 salmon, 1 cod, 1 red mullet, 1 sea bass), 8 salads, and 10 desserts. This restaurant was situated near an important as well as the only highway between the south and the north of Brittany, France. Most of the time, the restaurant was full or nearly full with M = 26 customers (SD = 4.2) for the lunch period (from 11.30 a.m. to 2.30 p.m.) and M = 16.2 (SD = 3.9) for the evening meal (from 7.00 p.m. to 22 p.m.). The length of the meal was short (M = 32.44 minutes, SD = 10.8), and a previous study conducted in this restaurant (Jacob, Gu�guen, & Boulbry, 2011) had shown that the great majority of the customers (61.8 %) stopped to eat in this restaurant only once a year, 22.4 % twice, and 8.3 % three times a year. The experiment was conducted daily for 3 weeks, which largely prevented the same customer from coming twice in the restaurant. The experiment took place during the lunch and evening meal periods, excluding Saturdays and Sundays, because there were a sufficient number of patrons eating alone at these times. 
Procedure 
The experiment was approved by the ethical committee of the laboratory (CRPCC-LESTIC EA 1285). Two waitresses, regularly employed, were used as confederates in this experiment. Both were 21 years old and had natural brown hair; they were not aware of the goals of our experiment, and they were not given any information about previous studies on the effect of hair color on person perception or behavior. 
	Three different wigs were used in the three experimental conditions; the same model was used (mid-length hair and current style), but the wigs varied according to the hair color: blond, brown, or dark. We excluded red hair color because in France, the proportion of red hair color is lower than 5% of the population (Mermet, 2010). The confederates wore the same clothes (black trousers and a white button-up shirt), and they were instructed not to wear make-up because previous tipping studies conducted in French restaurants had shown that make-up per se was associated with an increase in male customers� tipping behavior (Jacob, Gu�guen, Boulbry & Ardicioni, 2009; Gu�guen & Jacob, 2011) . 
Thirty observational periods were obtained for each waitress (5 days a week � 3 weeks � 2 periods per day) during which she was instructed to vary her hair color according to a random distribution. The two waitresses were instructed to act as usual and in a similar way, and not to wear jewelry or cosmetics in each condition. After a patron had left, the waitress returned to clear the table. She reported in a notebook how the client had behaved, namely, whether he/she had left a tip or not and how much he/she gave.
Results
In France, where this experiment was carried out, giving the waiter or the waitress a tip is unusual because French legislation mandates that a 12% service charge be included in the cost of items on the menu. Mermet (2010) found that over 6 out of 10 patrons leave a restaurant without giving a cent to the employee who served them. Thus, in this experiment, the number of patrons who left a tip was the first dependent variable; the amount left by those patrons who did give a tip was the second dependent variable. A preliminary data analysis was conducted for the two waitresses and revealed no difference on both dependent variables according to the experimental conditions: ((�(1, N = 386) = 2.58, p = .113) when examining tipping behavior and F(1, 149) = 1.94 p = .172, �p2 = .006) when examining the tipping amount left by the patrons. Table 1 shows the data for both waitresses across all three conditions. 
-�Table 1 about here� 

With the number of participants who gave a tip, a loglinear analysis of the 2 (patron gender) � 2 (waitress) � 3 (hair color) design was carried out with tipping behavior as the dichotomous dependent variable. We found no interaction effect between waitresses, hair color, and customer gender ((�(4, N = 386) = 4.24, p = .374, D = .105) and no main effect of waitresses ((�(1, N = 386) = 0.03, p = .867, D = .009). We also found no interaction effect between waitresses and hair color ((�(2, N = 386) = 0.84, p = .657, D = .047) and waitresses and customers  gender ((�(2, N = 386) = 0.58, p = .748, D = .038). A main effect of customers  gender was found ((�(1, N = 386) = 9.46, p = .002, D = .16) revealing that, overall, more men (46.4%) than women (30.1%) gave tips.
No main effect of hair color was found ((�(2, N = 386) = 3.52, p = .172, D = .095). However, a significant interaction effect between the experimental conditions and the gender of the patrons was found ((�(2, N = 386) = 8.26, p = .02, D = .146); therefore, analyses were performed by gender. With male patrons, an overall significant difference was found ((�(2, N = 250) = 9.82, p = .007, D = .19). Pairwise comparison revealed that the blond wig color condition was significantly different from the black ((�(1, N = 163) = 5.94, p = .02, D = .19) and the brown ((�(1, N = 166) = 8.64, p = .003, D = .22) conditions while no statistical difference was found between the black and brown hair condition ((�(1, N = 171) = 0.25, p = .62, r = .04). With female patrons, the overall hair analysis was not significant ((�(2, N = 136) = 0.94, p = .63, r = .08). 
With the 157 patrons who gave tips, a 2 (customer gender) � 2 (waitress) � 3 (experimental condition) ANOVA analysis was performed with the amount of money given as the dependent variable. We found no interaction effect between waitresses, hair color, and customer gender (F(2, 143) = 0.94, p =.391, �p2 = .013) and no main effect of waitresses (F(1, 143) = 0.14, p =.710, �p2 = .001). We found no interaction effect between waitresses and hair color (F(2, 143) = 0.62, p =.537, �p2 = .009), waitresses and customers  gender (F(1, 143) = 0.26, p =.610, �p2 = .002), and no main effect of hair color (F(2, 143) = 1.35, p =.0.263, �p2 = .019). We found a significant main effect of customers  gender (F(1, 143) = 4.71, p =.0.32, �p2 = .032) revealing that, overall, men gave significantly more money to the waitresses (1.13� ) than female patrons did (0.97� ). A significant interaction effect between hair color and customer gender was found (F(2, 143) = 3.82, p =.024, �p2 = .051); consequently, analyses were performed by gender. With male patrons, an overall significant difference was found (F(2, 111) = 9.39, p <.001, �p2 = .15). Post-hoc testing revealed that the blond condition was significantly different from the black condition (LSD test, p < .001) and the brown condition (LSD test, p = .0021) whereas the brown and the black conditions were not statistically different (LSD test, p = .453). With female patrons, the overall hair analysis was not significant (F(2, 38) = 0.41, p = .673, �p2 = .022). 
Discussion
The present findings showed that waitresses� blond hair was associated with an increase in male patrons� tipping behavior. Men gave tips more often to a waitress with blond hair and, when they did tip, they gave her a larger amount of money. No effect of hair color was found with female patrons. Such results confirm previous research on tipping behavior showing that factors associated with employees� appearance such as breast size or cosmetics influence customers� tipping behavior (Lynn, 2009; Gu�guen & Jacob, 2011; Jacob, Gu�guen, Boulbry, & Ardicioni; 2009). This study has shown that one other factor associated with waitresses� physical appearance (hair color) is associated with variation in the amount of tips left by the customers. 
These results are not in accordance with those found in the study of Juni and Roth (1985) in which female confederates wearing blond wigs while soliciting male pedestrians in the street for spare change did not receive more help than when wearing brunette wigs. Juni and Roth, however, had tested 36 participants only, which calls into question the generalization of their results. By contrast, our results confirm and extend those found by Price (2008) who observed that blond female door-to-door fundraisers receive more donations than their brunette counterparts. Our results on tipping behavior also confirm those of Lynn (2009) who found that waitresses� hair color influences the tips they receive.  Thus, given the methodology used and the results of our experiment, it appears that hair color per se does have an influence on men�s tipping behavior. 
It now remains to explain why we found that blond hair led male customers to tip our confederates more favorably. One possible explanation is that men find waitresses with blond wigs to be more attractive. A recent study by Swami and Barrett (2011), however, showed that men were more likely to approach a female confederate when she was a blonde but rated her as significantly less physically attractive than when she was a brunette. Swami and Barrett stated that such divergence between evaluation and behavior could be explained by the fact that men were more likely to assume sexual intent on the part of the blond confederate. Hence, it would be worth evaluating the sexual intent associated with waitresses� blond hair and the mediating effect of such intent on tipping behavior. Thus, in this experiment, blonde waitresses were perhaps preferred by male customers which, in turn, led the customers to give them bigger tips. Our results could also be explained by hair color preference according to color frequency in the population. Frost (2006, 2008) has found that hair color preference is frequency-dependent: the less common a particular hair color becomes, the more it will be preferred. 
This experiment has some limitations. Only two waitresses acted as confederates, and only one restaurant was tested. Thus, generalization to a large number of waitresses and restaurants is needed. The waitresses were not informed about the real objective of the study and previous research on this topic, but they may have unconsciously behaved differently depending on the wig they were wearing, which, in turn, might have influenced customers� tipping behavior. The fact that no difference was found between the brown and the black conditions with male customers and that no hair color difference was found with female customers seems to guard against this hypothesis, but this bias remains a possibility. Only lone diners were tested in this experiment, and the generalization to groups of diners remains in question. We found no effect of waitresses� hair color on women�s tipping behavior. Further investigation of the effect of the hair color of male employees is now needed. 
This experiment was conducted in France, but the results could not be generalized to all countries. The proportion of blondes in a country�s population depends on geographic location (Frost, 2006): in some countries, blonde hair is relatively unexceptional (e.g. Northern Scandinavia) whereas it is exceptional elsewhere (e.g. North Africa). In this experiment, red hair was not evaluated. In France, the proportion of red hair color is lower than  5% of the population (Mermet, 2010). Feinman and Gill (1978) and Gu�guen (2007) have found that both men and women express a dislike for women and men with red hair, and negative stereotypes are associated with red hair such as bad body odor (Mermet, 2010). Clayson and Maughn (1986) suggested that redheads may be stereotyped negatively because they are rare. Heckert and Best (1997) also suggested that these negative stereotypes may be predicated on the relative rarity of red hair in most populations, which enables stigmatizing attitudes. Thus, congruent with these negative perceptions, it would be worth investigating in future studies whether waitresses with red hair will receive fewer, or smaller, tips. 
Our findings have some practical interest for waitresses who want to increase their income by increasing the tips left by customers, as changing their hair color is easy and inexpensive and could potentially increase their income. 
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Table 1 
Percentage of tippers and monetary value of tips received (in Euros) according to experimental conditions and customer gender.
Hair color

MeasureBlackBrownBlondNumber of tippers
Male customers
Waitress 1
Waitress 2
Female customers
Waitress 1
Waitress 2



39.0% (14/41)

41.9% (18/43)



36.4% (8/22)

28.6%% (6/21)




39.1% (18/46)

36.6% (15/41)



32.0% (8/25)

35.0% (7/20)




64.1% (25/39)

57.5% (23/40)



20.8% (5/24)

29.2% (7/24)
Amount of tip
Male customers
Waitress 1
Waitress 2
Female customers
Waitress 1
Waitress 2



0.97(0.27)1

0.96(0.29)



0.93 (0.35)

1.11 (0.27)



0.96(0.23)

1.13 (0.43)



0.97 (0.28)

0.93 (0.35)



1.30(0.42)

1.31 (0.48)



1.00 (0.32)

0.83 (0.26)1 � Mean; Standard Deviation in brackets











Hair color

PAGE  


PAGE  1




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