The Tan Bias: Perceptions of Tan and Non-tan Caucasian Faces

Objectives: There is limited knowledge of perceptions of tan individuals along dimensions other than attractiveness. The purpose of this study was to examine perceptions of tan and non-tan women and men (who are often not studied) on several different traits. Methods: Undergraduate students (N = 120; M_age = 20.01 years) viewed photographs of 10 men and 10 women, and answered 6 questions about each photograph including the target's physical attractiveness, health, physical fitness, friendliness, intelligence, and popularity. Results: Tan faces were perceived more positively than non-tan faces on the composite measure of all dimensions, as well as on all individual dimensions except intelligence. Conclusions: These results support the “what is beautiful is good” hypothesis and may have important implications for health behaviors and stereotyping.