The effect of skin tone on perceptions of competence and warmth among African-Americans

Abstract

Several studies have outlined the impact of skin tone bias on the Black community in America. The purpose of the current study was to examine the effect of skin tone bias through the lens of the stereotype content model (SCM), which states that stereotypes have competence and warmth dimensions. According to the SCM, a target can be rated high on one dimension and low on the other, but never high on both dimensions. Sixty-two Black students from Towson University completed surveys rating various light- and dark-skinned male and female targets on their competence and their warmth. It was found that dark-skinned targets were perceived as being warmer and more competent than light-skinned targets. The results indicated that the stereotype content model may not apply to the study of skin tone bias. Future studies should pursue other methods of studying perceptions of competence and warmth among Black Americans.