Fact or wishful thinking? Biased expectations in "I think I look better when I'm tanned".

OBJECTIVE To examine the impact of tanned female images on respondents' perceptions of attractiveness, healthiness, and height and weight estimations. METHOD A 3 (light, medium, or dark tan) by 2 (male or female respondent) experimental design. RESULTS Only male respondents perceived the dark-tanned woman as more physically attractive and thinner than both light- and medium-tanned women. Men also perceived the dark-tanned woman as more interpersonally attractive and healthier than the medium-tanned woman. CONCLUSIONS Campaigns targeted at males need to reduce the perceptions that tanned females are healthier, thinner, and more attractive. Educational efforts targeting females need to reduce attraction-based motivations.