Cultural variations
It is perhaps natural for us to assume that perceptions of physical attractiveness in our culture are likely to be true mother cultures as well. In fact, this is by no means the case. What is regarded as physically attractive is determined to some extent by the current standards of the dominant social group. In the case of the North American culture, light skin is regarded as more attractive than dark skin by a majority of the population. Even African American College students express a preference for lighter Skin tones (Bond &Cash, 1992)