According to evolutionary psychology, just as animals and birds sing and dance and build houses to communicate their sexual interest to others, we humans do things like wear red, tell jokes, drive fancy cars and, well yes, we sing and dance too. A consistent finding in this area is that people’s attractiveness to others depends on whether their appearance communicates an interest in short or long-term sexual commitment, and moreover, whether this matches what a potential suitor is looking for. For example, there’s evidence that heterosexual women interested in casual sex are more likely to wear clothing that they think will attract men (not the most surprising research finding), and that this kind of clothing increases their attractiveness to men as a partner for casual sex, but not as a partner for marriage. The vast majority of this research has so far been conducted in the West, but a new field study out of Iran bucks the trend.
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
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