The Differential Effect of Skin Color on Attractiveness, Personality Evaluations, and Perceived Life Success of African Americans

Abstract

Skin color in relation to perceived attractiveness, personality ratings, and perceived life success of African Americans was investigated in a 2 (sex of participant) 2 (skin color of stimulus person) 2 (sex of stimulus person) design. Based on prior research, Skin Color Sex of Stimulus Person and Sex of Participant Skin Color interactions were hypothesized. Lighter skinned African American women and dark-skinned African American men were expected to receive higher attractiveness, personality, and life success ratings from White participants. In addition, women were expected to rate dark-skinned individuals higher. The results obtained supported the hypotheses for perceived life success only. African American women with fair skin were rated higher than fair-skinned African American men on intelligence and parenting skills. In addition, women rated dark-skinned individuals higher than men did on intelligence. Women also rated the dark-skinned individuals higher than fair-skinned individuals on enthusiasm. Findings are discussed in terms of marketplace theory.!