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The average bald man would pay as much as US$30,000 to restore hair to their head, finds an illuminating new study out of Appalachian State University.

Entitled Willingness Toupee, the report surveyed 151 bald men and determined that they would gladly part with thousands of dollars for even slight improvements to their hairline.

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“Balding men are willing to pay considerable amounts of money for an improvement in coverage,” concluded the study’s three authors, none of whom appear to be that bald. “There are obvious incentives for innovation in the hair care industry,” they added.

Photo by Willingness Toupee / Appalachian State University

Test subjects were recruited using Amazon Mechanical Turk, an online crowdsourcing marketplace. One hundred and 51 American bald men responded, representing a diverse array of baldness from pronounced widows’ peaks to total hair loss. (Take the survey here).

The men were first asked to rate their baldness using the Norwood Baldness Scale, a seven category scale that ranks baldness from “1” (no hair loss) to “7” (cueball). The partial hair loss of future king Prince William, for instance, ranks as a “4.”