The background: someone posted this Herald article, entitled Hipster beards are just a way to get women study, on a feminist Facebook group that I follow. The first comment on it read I would love to know what Daniel Copeland thinks of this. I started to answer, and then found it was getting long enough to be a blog post, and hey, I havent got a blog post yet this week, so...
Well, since Ive been asked for my opinion the first thing I notice is the title. I used to work at a magazine, and I know what editors do to titles. This will get people to click the link always trumps This actually has something to do with the content (let alone This summarizes the content non-misleadingly, which seldom gets a look-in).
So its an evolutionary psychology study. Theres a solid core of good theory under evo psych, but theres also a lot of poorly-evidenced studies around, especially in areas relating to gender. (Evo psych examines a much broader range of topics than just gender, but youd never know it from the media coverage.) The science reporting in this instance is so bad that I cant tell for sure whether this study is one of the good ones or one of the bad ones; my moneys on the latter. See, evo psych has a communication problem (quite apart from the number of poorly-evidenced studies it seems to generate). Actually, most biological sciences run into this problem at some point, but theyre particularly egregious in evo psych.