A cross-cultural study on preference for lightness of complexions

Comparison between Japan and Indonesia

Miho Saito

    Research output: Contribution to journalArticle

    1 Citation (Scopus)

    Abstract

    Using 176 Japanese and 132 Indonesian university students as subjects, the author investigated the preference for light complexions and the cultural influence on it from the viewpoint of the psychological structure of the aesthetic preference for white. In the first survey, the subjects were asked to choose their preferred colors from a color chart in order to know their general preference for white. In the second survey, the subjects were asked to answer a questionnaire designed to discriminate personal images for the four stimuli of different complexion. The results showed that positive images were associated with a fair complexion in Japan. In Indonesia, on the other hand, the images associated with a fair complexion were rather negative although white itself was highly accepted. Association with images of rareness and scarcity for a fair complexion was, however, common to both countries. This may suggest that the preference for white and whiteness derives from images of something unique and special.

    Original languageEnglish
    Pages (from-to)204-213
    Number of pages10
    JournalShinrigaku Kenkyu
    Volume67
    Issue number3
    Publication statusPublished - 1996 Aug

    Fingerprint

    Indonesia
    Japan
    Color
    Esthetics
    Students
    Psychology
    Light
    Surveys and Questionnaires

    Keywords

    • Colors
    • Cross-culture
    • Personal images
    • Preferences
    • Preferences for complexions

    ASJC Scopus subject areas

    • Psychology(all)

    Cite this

    A cross-cultural study on preference for lightness of complexions : Comparison between Japan and Indonesia. / Saito, Miho.

    In: Shinrigaku Kenkyu, Vol. 67, No. 3, 08.1996, p. 204-213.

    Research output: Contribution to journalArticle

    @article{558ba31adb8b43f786f0c3a652e84605,
    title = "A cross-cultural study on preference for lightness of complexions: Comparison between Japan and Indonesia",
    abstract = "Using 176 Japanese and 132 Indonesian university students as subjects, the author investigated the preference for light complexions and the cultural influence on it from the viewpoint of the psychological structure of the aesthetic preference for white. In the first survey, the subjects were asked to choose their preferred colors from a color chart in order to know their general preference for white. In the second survey, the subjects were asked to answer a questionnaire designed to discriminate personal images for the four stimuli of different complexion. The results showed that positive images were associated with a fair complexion in Japan. In Indonesia, on the other hand, the images associated with a fair complexion were rather negative although white itself was highly accepted. Association with images of rareness and scarcity for a fair complexion was, however, common to both countries. This may suggest that the preference for white and whiteness derives from images of something unique and special.",
    keywords = "Colors, Cross-culture, Personal images, Preferences, Preferences for complexions",
    author = "Miho Saito",
    year = "1996",
    month = "8",
    language = "English",
    volume = "67",
    pages = "204--213",
    journal = "Shinrigaku Kenkyu",
    issn = "0021-5236",
    publisher = "Japanese Psychological Association",
    number = "3",

    }

    TY - JOUR

    T1 - A cross-cultural study on preference for lightness of complexions

    T2 - Comparison between Japan and Indonesia

    AU - Saito, Miho

    PY - 1996/8

    Y1 - 1996/8

    N2 - Using 176 Japanese and 132 Indonesian university students as subjects, the author investigated the preference for light complexions and the cultural influence on it from the viewpoint of the psychological structure of the aesthetic preference for white. In the first survey, the subjects were asked to choose their preferred colors from a color chart in order to know their general preference for white. In the second survey, the subjects were asked to answer a questionnaire designed to discriminate personal images for the four stimuli of different complexion. The results showed that positive images were associated with a fair complexion in Japan. In Indonesia, on the other hand, the images associated with a fair complexion were rather negative although white itself was highly accepted. Association with images of rareness and scarcity for a fair complexion was, however, common to both countries. This may suggest that the preference for white and whiteness derives from images of something unique and special.

    AB - Using 176 Japanese and 132 Indonesian university students as subjects, the author investigated the preference for light complexions and the cultural influence on it from the viewpoint of the psychological structure of the aesthetic preference for white. In the first survey, the subjects were asked to choose their preferred colors from a color chart in order to know their general preference for white. In the second survey, the subjects were asked to answer a questionnaire designed to discriminate personal images for the four stimuli of different complexion. The results showed that positive images were associated with a fair complexion in Japan. In Indonesia, on the other hand, the images associated with a fair complexion were rather negative although white itself was highly accepted. Association with images of rareness and scarcity for a fair complexion was, however, common to both countries. This may suggest that the preference for white and whiteness derives from images of something unique and special.

    KW - Colors

    KW - Cross-culture

    KW - Personal images

    KW - Preferences

    KW - Preferences for complexions

    UR - http://www.scopus.com/inward/record.url?scp=0010658572&partnerID=8YFLogxK

    UR - http://www.scopus.com/inward/citedby.url?scp=0010658572&partnerID=8YFLogxK

    M3 - Article

    VL - 67

    SP - 204

    EP - 213

    JO - Shinrigaku Kenkyu

    JF - Shinrigaku Kenkyu

    SN - 0021-5236

    IS - 3

    ER -