“Why Do Young Thai Women Desire White Skin?” Understanding Conscious and Nonconscious Motivations of Young Women in Bangkok

Skin whitening has been studied mainly using a postcolonial attitude analysis emphasizing conscious reasons behind skin bleaching. Studies dedicated to gaining a rich understanding of nonconscious motivations for skin whitening are scarce, especially in Asia. Therefore, two studies were conducted by using an innovative mix of research protocols to access to both conscious and nonconscious motivations. The studies were conducted among 92 female regular skin whitening users, aged 18–24 years, in Bangkok, Thailand. Study 1, among 42 women, used three‐combined qualitative research techniques of laddering, projective technique, and photo elicitation. Study 2 was conducted among 50 women to quantitatively test nonconscious motives implicitly associated with different white skin tones. The results revealed that motives are not linked to westernization. In a very competitive environment, light skin is seen as a strategic method to maintain men's loyalty, enhance self‐esteem, and guarantee career success. Managerial and methodological implications for marketers are discussed.