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Book part
Publication date: 15 May 2023

Sarah N. Mitchell, Antoinette M. Landor and Katharine H. Zeiders

Research has shown that for young adults, marital attitudes (e.g., desire, importance, and expectation) are associated with relationship quality. However, how this association…

Abstract

Research has shown that for young adults, marital attitudes (e.g., desire, importance, and expectation) are associated with relationship quality. However, how this association plays out for young adults of color is less known. Additionally, the influence of skin tone perception on the relationship between marital attitudes and relationship quality remains understudied. To explore these associations, the authors examined African American and Latinx young adults (N = 57, Mage = 20.71 years, SD = 1.28; 75.4% female) attending a Midwestern university. Exploratory results indicated that marital expectations were positively associated with relationship quality in that young adults who expected to marry one day, reported greater relationship satisfaction, commitment, and intimacy in their current relationships. Additionally, skin tone perception moderated the association between marital attitudes and relationship quality in two ways (i.e., between expectations and satisfaction and between importance and intimacy). Collectively, findings suggest that differing levels of marital attitudes and skin tone perception contributes to young adults’ perceptions of relationship quality. Considering these psychological factors of attitudes, skin tone perception, and relationship quality, together with systemic racial/ethnic discrimination, the authors discuss future research and practice considerations.

Details

Conjugal Trajectories: Relationship Beginnings, Change, and Dissolutions
Type: Book
ISBN: 978-1-80455-394-7

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Article
Publication date: 1 July 2010

Sharon Ross

This lesson should be used with students in grades pre-K-2 as they develop an understanding of cultural diversity. This lesson involves students making comparisons between their…

Abstract

This lesson should be used with students in grades pre-K-2 as they develop an understanding of cultural diversity. This lesson involves students making comparisons between their skin tones and comparisons of skin tones to those of different foods found in their everyday environment. The book is a starting point for these comparisons as it displays bright images through an artist’s perspective. The book includes fictional characters from several nations that have different colors of skin as Lena and her mother notice on their walk around the neighborhood. Students also will make comparisons between their skin color and the skin color of the characters from the book. The lesson further includes students identifying their own skin tone through the mixing of paints and digital photo use.

Details

Social Studies Research and Practice, vol. 5 no. 2
Type: Research Article
ISSN: 1933-5415

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Article
Publication date: 25 May 2018

Varisha Rehman

The paper answers three research questions: How does the extant literature explain fairness and whiteness? What Indian standards of beauty were historically, and how are they…

Abstract

Purpose

The paper answers three research questions: How does the extant literature explain fairness and whiteness? What Indian standards of beauty were historically, and how are they currently? What is the applicability of the theory of self-concept in understanding the fairness paradigm?

Design/methodology/approach

A rigorous review of extant literature on fairness followed by consolidation of the literature under relevant self-concept theory for understanding the historical perspective of fairness in India as compared to global standards.

Findings

Clear defined themes on actual, ideal and social self-concept emerged from the study. The study also revealed: how Indian corporates are using effective marketing strategies to cover up the potential health hazards of fairness creams.

Practical implications

Marketers can use the study to understand how fairness products influence individual’s self-concept. Media houses and Government agencies can also get insight on how beauty has been valorized in the Indian mindset.

Social implications

This paper identifies the deceptive and misrepresentation of attainable beauty standards claimed by the fairness and whiteness products.

Originality/value

This is the first study done to integrate the findings of fairness studies with self-concept theory and derive useful insights from it.

Details

Society and Business Review, vol. 14 no. 1
Type: Research Article
ISSN: 1746-5680

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Case study
Publication date: 1 December 2023

Abhinav Bakshi and Akshaya Vijayalakshmi

Emami is facing the heat from activist-consumers as well as its competitors. Competitors have renamed their cosmetic products by dropping the controversial word ‘fair.’ This was…

Abstract

Emami is facing the heat from activist-consumers as well as its competitors. Competitors have renamed their cosmetic products by dropping the controversial word ‘fair.’ This was in response to the Black Lives Movement that erupted in the United States in May 2020. However, the movement against fairness is somewhat muted in India and is mostly occurring amongst urban, highly educated, younger cohort who are unlikely to be the users of the product anyway. The significant consumer base yearns for fairness and is willing to spend money on products which help them achieve the same. In such a scenario, how should Emami respond to competitor actions and consumer-activist pressure?

The case provides an opportunity to discuss the significance of the brand name, role of advertising and gender stereotypes.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

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Case study
Publication date: 21 August 2021

Jayakrishnan S.

Consumption and consumer behaviour are driven by social and cultural factors. The global movement against racism and skin colour bias has created a situation where companies need…

Abstract

Theoretical basis

Consumption and consumer behaviour are driven by social and cultural factors. The global movement against racism and skin colour bias has created a situation where companies need to relook at the way they are marketing skin lightening and cosmetic products in an emerging economy like India.

Research methodology

The case study was developed by collecting data from news articles and published research.

Case overview/synopsis

Johnson and Johnson in June 2020 decided to stop selling products under the category of Skin lightening popularly known as fairness creams in Asian markets, especially India. This created a dilemma for popular brands like Hindustan Unilever (HUL), Loreal and Procter & Gamble which have brands under this category. Among all these brands the biggest challenge is for HUL which is a major player in this segment. The case discusses the cosmetic industry in India and how HUL responded to this situation.

Complexity academic level

The case is intended for use in graduate-level courses in consumer behaviour, new product development, integrated marketing communication and marketing. Market environment, cultural and social factors and the importance of considering these factors in developing the product and marketing strategy is the focus of this case.

Details

The CASE Journal, vol. 17 no. 6
Type: Case Study
ISSN:

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Article
Publication date: 7 December 2015

Vanessa Rose Spiteri, Glenn Porter and Richard Kemp

Passport photographs are routinely incorporated onto official travel documentation to ascertain an individual’s identity. In Australia, passport photographs may be provided by a…

Abstract

Purpose

Passport photographs are routinely incorporated onto official travel documentation to ascertain an individual’s identity. In Australia, passport photographs may be provided by a range of retail suppliers and photographed to a set of standards developed by the Department of Foreign Affairs and Trade. Whether these standards can provide consistency between craniofacial representation and other parameters throughout individual subjects is unknown. The paper aims to discuss this issue.

Design/methodology/approach

This study tests the consistency of passport images with regard to parameters that are likely to affect suitability for use as passport documents. These parameters include, space and dimensionality, craniofacial representation, image sharpness, exposure and colour rendition.

Findings

The examination found there was a significant degree of variation among the test results despite being completed using the same instructional guidelines designed to produce uniformity.

Originality/value

The paper identifies a significant degree of variation among test results and suggests further review.

Details

Journal of Criminological Research, Policy and Practice, vol. 1 no. 4
Type: Research Article
ISSN: 2056-3841

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Case study
Publication date: 20 January 2017

Julie Hennessy, Jill Carter, Jimmy Carter and Alice M. Tybout

Maybelline is the world's leading mass cosmetic company. It enjoys tremendous success and a commanding market share, particularly in the eye makeup category. But Maybelline also…

Abstract

Maybelline is the world's leading mass cosmetic company. It enjoys tremendous success and a commanding market share, particularly in the eye makeup category. But Maybelline also acknowledges a weakness in the strategic face segment, most notably in the profitable foundations product lines. Approaches the challenge of successfully growing this important category by looking at every aspect necessary to make this move, including: consumer marketing strategy, consumer behavior and purchasing patterns, demographic analysis, segmentation and targeting, product management, distribution channels, pricing, advertising, and understanding the competitive environment.

Details

Kellogg School of Management Cases, vol. no.
Type: Case Study
ISSN: 2474-6568
Published by: Kellogg School of Management

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Article
Publication date: 16 August 2021

María del Mar Bernabé and Vladimir Martinez-Bello

An analysis of the images in music education textbooks for primary education has shown how the images do not fully reflect the human diversity present in the classroom and…

Abstract

Purpose

An analysis of the images in music education textbooks for primary education has shown how the images do not fully reflect the human diversity present in the classroom and, therefore, continue to perpetuate positions that can lead to racism. The purpose of this paper is the analysis of the images to carried out has demonstrated how little progress has been made in the representation of diversity and how, in the 21st century, stereotypes continue to persist in the representation of cultural diversity.

Design/methodology/approach

The quantitative and qualitative data collected after analysing more than 2,600 images have shown that despite the considerable increase in the use of images in music textbooks, typical clichés about what instruments are played in the world and how those who play them are represented are still present.

Findings

The results also show how the images reflect the migratory flows experienced in each country. All of this has led to important conclusions, among which the importance of human diversity in images for students to normalise cultural diversity from and with musical educational materials should be highlighted.

Research limitations/implications

The analysis of the 2,686 images showed how the use of the human figure has evolved up to the last educational reform. Firstly, the analysis of images focused on the evolution (year) of the presence of diversity (ethnicity) in the musical groupings represented (orchestra, band, choir, soloist or chamber group), as well as the evolution with respect to the type of instrument represented.

Practical implications

With the aim of analysing the evolution in the representation of diversity in music textbooks, the authors searched the most important publishing houses in Spain. To analyse the evolution of the visual depiction of diversity in music education textbooks in light of legislative and social changes related to race, the authors constructed several variables under the category labelled “Ethnicity”.

Social implications

The images analysed, especially those included under the Organic General Law on the Educational System of 4 October 1990 and the Organic Law 2/2006 on Education of 3 May, tended to pair certain instruments with people with physical characteristics associated with particular ethnic profiles. In terms of musical activities, the main results can be summarised as follows: although the completely homogenous depiction of White Europeans in musical activities has given way to modestly more diverse representation, images of composition are still dominated by this group.

Originality/value

The authors’ analysis has led to the following conclusions, which demonstrate the need to continue the progress seen in the past several decades. The representation of human diversity in music textbooks can be considered a reality, not only in terms of the instruments with which they are represented but also in terms of their representation in other situations depicted in these textbooks. The progressive increase of images in music textbooks reflects the culturally diverse society of the national territory. However, the increase in this representation is not as considerable as might be expected. The typified representation of instruments associated with certain physical characteristics is starting to wane.

Details

Journal for Multicultural Education, vol. 15 no. 3
Type: Research Article
ISSN: 2053-535X

Keywords

Open Access
Article
Publication date: 5 December 2016

Yongbum Kim and Jayoung Choi

This paper aims to examine the role of a large competitor’s entry and level of innovativeness in consumer adoption of new products.

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Abstract

Purpose

This paper aims to examine the role of a large competitor’s entry and level of innovativeness in consumer adoption of new products.

Design/methodology/approach

This paper is based on a comparison between market uncertainty and technological uncertainty. This paper henceforth defines and analyzes the following key factors affecting the purchase intention of small- and medium-sized enterprise (SME) new products: type of new products and entry of large competitors. The study further verifies mediator variables that exert impacts: uncertainties regarding both technology and market.

Findings

The findings are as follows: purchase intention of SME new products does vary according primarily to the product types and entry of large competitors. More specifically, the entry of large competitors reduces uncertainties about really new products, thereby positively affecting SME new products.

Originality/value

There was no causal relationship found, however, on incrementally new products. Further findings clarify that the mediator variables affecting reciprocal interactions between purchase intention of SME new products and the entry of large competitors hold valid only for market uncertainties and not for technological uncertainties.

Details

Asia Pacific Journal of Innovation and Entrepreneurship, vol. 10 no. 1
Type: Research Article
ISSN: 2071-1395

Keywords

Book part
Publication date: 11 July 2017

Tambra O. Jackson, Ashley Ballard, Marena Drewery, Brianna Membres, Laryn Morgan and Felicia J. Nicholson

In this chapter, we present an analysis of the literature on preservice teachers of Color juxtaposed with the experiences of Ashley, Marena, Brianna, Laryn, and Felicia that gives…

Abstract

In this chapter, we present an analysis of the literature on preservice teachers of Color juxtaposed with the experiences of Ashley, Marena, Brianna, Laryn, and Felicia that gives insight into the ways in which these women of Color describe their understandings of social justice and culturally relevant teaching and the importance it holds for their work as future teachers. Using both culturally relevant pedagogy and critical race theory, we describe critical incidents from their racialized experiences in their teacher education program, inclusive of how they perceived having a Black professor for a diversity course. Lastly, we conclude the chapter with suggestions they deem as beneficial to their development and growth as social justice educators for teacher education programs to consider.

Details

Black Female Teachers
Type: Book
ISBN: 978-1-78714-462-0

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