Black is Beautiful : The Effect of Skin Color Bias on Perceptions of Attractiveness and Likability for African Americans

Previous research indicates that skin color bias, in which skin tone determines the evaluation and value of a person’s attractiveness and social standing, still exists in society today. However, few studies, if any, have examined if attractive African American women are perceived as equally attractive and likable regardless of skin color. The current research examined the effect of skin color and attractiveness on perceptions of attractiveness and likability. Participants viewed either six unattractive African American women or six attractive African American women, three light skinned and three dark skinned women. The results indicate that unattractive dark skinned women are seen as more attractive than unattractive light skinned women and that attractive women were perceived as equally attractive regardless of skin tone. Light skinned women were perceived as more likable than dark skinned women regardless of attractiveness. The results are discussed in the context of previous findings