Fair and lovely: building an integrated model to examine how peer influence mediates the effects of skin-lightening advertisements on college women in Singapore

In this study, we proposed an integrated model with which we suggested that perceptions of peers and interpersonal communication with peers each mediate the influence of skin-lightening­ advertisements on college women in a South Asian country - Singapore.

Fair and lovely: building an integrated model to examine how peer influence mediates the effects of skin-lightening advertisements on college women in Singapore

Stella C. Chia

City University of Hong Kong

Yuen Ting Chay, Poh Kwan Cheong, Wai Yin Cheong and Sok Kuan Lee

Nanyang Technological University

Introduction

Women’s obsession with fair skin has been documented across many cultures. European ladies are known to have lightened their skin since the 16th century, while upper-class Egyptian, Greek and Roman women used a recipe consisting of mercury and lead compounds to reassert their aristocratic upbringing (Goon...

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