@article{446,
author = "Saman Ismail and Samiya Loya and Dr. Jawed Hussain",
abstract = "The aim of this research is to study the variables contribute in creating obsession for fair skin color in Pakistan. Three factors are examined as independent variable i.e. inferiority complex, social pressure and advertising keeping obsession as dependent variable. The research is based on a survey questionnaire, filled by 250 respondents from different areas of Karachi, Pakistan. The collected primary data is analyzed on SPSS by using multiple linear regression technique. The result confirms the affirmative relationship between dependent variable and independent variable. The research implies that by belonging to Asian race, it has to be accepted that majority people in this region born with brown or dark skin color. The skin color should not be considered as measurement tool for beauty.",
journal = "IJIRES",
keywords = "Obsession, Fair Skin, Inferiority Complex, Asian Race",
month = "November",
note = "This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
CC BY-NC-SA 4.0
Creative Commons License: https://creativecommons.org/licenses/by-nc-sa/4.0/",
number = "6",
pages = "445-449",
title = "{O}bsession for {F}air {S}kin {C}olor in {P}akistan",
volume = "2",
year = "2015",
}