“Am I Fair and Lovely” Indian Children’S Perceptions of Physical Attractiveness and Their Links With Materialism

Tabitha Thomas, University of Otago, New Zealand
Kirsten Robertson, University of Otago, New Zealand
Maree Thyne, University of Otago, New Zealand
We examine Indian children’s perceptions of beauty and their links with materialism. Preliminary findings reveal that children like adults in India associate beauty with being thin, tall, and fair skinned, and perceive that attractive people have more possessions than others. We recommend a social marketing campaign to promote inner beauty to help change beauty stereotypes.
[ to cite ]:
Tabitha Thomas, Kirsten Robertson, and Maree Thyne (2015) ,"“Am I Fair and Lovely” Indian Children’S Perceptions of Physical Attractiveness and Their Links With Materialism", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 810-810.