Skin Lightening Practices and Local, Regional and Global Structures of Beauty

This research explores co-creation of meaning and value across cultures. We compare beauty practices across Taiwan and Indonesia. Our initial findings suggest that consumers’ perceptions of “whiteness” are influenced by embedded local, regional and global structures. Because of this, skin lightning practices create unique meanings of beauty within each culture.


Melissa Akaka, Dan Baack, Susan Mudambi, and Angeline Nariswari (2014) ,"Skin Lightening Practices and Local, Regional and Global Structures of Beauty ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 769-769.


Melissa Akaka, University of Denver, USA
Dan Baack, University of Denver, USA
Susan Mudambi, Temple University, USA
Angeline Nariswari, University of Hawaii, USA


NA - Advances in Consumer Research Volume 42 | 2014

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