There were several experiments in 2008, 2009 and 2011 where researchers tested the effects of blond versus brunette hair on helping behavior of strangers and passerby. Results of the most recent study made in 2012, showed that only males showed a preference for blonds over brunettes. These results differed from that of the previous experiments where passerby showed no preference.
In this particular experiment, women in different colored wigs would walk down the street and accidentally drop a glove while a confederate down the street would notice the selected targets reaction, sex and approximate age. The study differed as the request for help was implicit unlike the other studies instead of explicit. It also confirmed the results of a different study that showed that blond female hitchhikers received more help. The conclusion was that perhaps blonde hair makes a woman seem younger and healthier, emphasizing youth, health and vitality. Also, male passerby found the woman more attractive because by alerting her that she had lost something they had a way to initiate contact.