BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)


Department of Social Sciences & Liberal Arts

Date of Award

Spring 2022

Date of Submission



Dr. Nida Aslam Khan, Assistant Professor, Department of Marketing

Project Type

SSLA Culminating Experience

Access Type

Restricted Access


This research project focuses on a comparative analysis of the different emotions that are instigated in men and women when they are exposed to fairness cream advertisements. This analysis is based on the broader themes of Consumer Psychology, Fairness Creams Advertisements, and Marketing Research concerning Social, Occupational, and Emotional aspects of individuals' lives. In the South Asian context, fairness of skin is usually associated with high social status, heightened self-esteem, and even personal achievements and social positioning of individuals. As a result, a lot of people in said cultures are overly conscious of their skin color. It was assumed that fairness creams advertisements and other media reinforce the already existing narratives against darker skin, which then causes emotional distress in individuals, especially women, due to the disregard for consumer vulnerability. This paper aims at shedding light on the emotional affective response instigated in the audience of the widely used fairness creams’ advertisements while using neuro-marketing techniques such as Facial Action Coding System (for emotional) responses along with a self-administered questionnaire (for self-report) as emotions cannot fully be studied using traditional marketing research tools such as questionnaires and surveys. A total of (N: 30) participants were incorporated. Findings suggest that there is a kindling of negative emotions which may be conscious (self-reporting) or unconscious (FACS) in participants. Discussion of the possible use of FACS to objectively measure customers’ emotional responses to fairness creams advertisements is provided.



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