Women and body hair - Social perceptions and attitudes

This study examines college students' attitudes toward and perceptions of a woman with body hair as a function of respondent gender and feminist attitudes. Participants reacted to a video of a White woman either with or without visible leg and underarm hair. Results supported the hypothesis that a woman with body hair will be seen as less sexually and interpersonally attractive than the same woman without body hair. Specifically, the woman with body hair was viewed as less sociable, intelligent, happy, and positive, and as more aggressive, active, and strong. Attitudes toward feminism predicted attitudes about body hair in general, which in turn predicted reactions to the model with body hair. Despite the fact that women students had more positive attitudes about body hair and more feminist attitudes than their male counterparts, there were no gender differences in reactions to the model with body hair. Implications regarding this pervasive cultural norm are discussed.