The color continuum: Skin tone and online dating preferences among Asian Americans

Despite the increasing body of literature surrounding online dating preferences, there remains a paucity of research that analyzes whether skin color influences the dating selection process. To fill this empirical gap, the present study uses data collected from 2,024 Asian dating profiles, including the skin tone of the daters, to assess the impact that skin color variation may have on the inter- and intraracial dating preferences of heterosexual males and females as well as gay males and lesbians. This research also examines whether skin tone has a pronounced effect on the relationship between sexual orientation and the willingness to date Asians, African Americans, and Latino/Latinas. The current findings suggest that darker skinned Asians are more likely to state a preference to date African Americans and Latino/Latinas compared to their lighter skinned counterparts; however, they are less willing to date another Asian. The results also document significant interaction effects between sexual orientation and skin color differences. Our findings are discussed in relation to the racial hierarchy of preference and privilege that are inherently linked to the longstanding concept of colorism.