ABSTRACT

Colorism is the intra-racial system of inequality based on skin color, hair texture, and facial features. In the African American culture, colorism has deeply rooted origins that continue to affect the lives of African Americans today. This study examined how colorism effects perceptions of personal characteristics, personal attributes, work ability, and hiring decisions of African American women 18 and older.

Participants for this study consisted of 188 African American women who self-identified as African American/Black and who were over 18 years of age living in the United States. All participants completed a demographic sheet and three instruments: Occupational Work Ethic Inventory (OWEI; Petty, 1995), Personal Attributes Questionnaire (PAQ; Spence, Helmreich, & Stapp, 1974) and Personal Efficacy Beliefs Scale (PEBS; Riggs et al., 1994). They were randomly assigned to one of six vignettes describing a young African American/Black woman applying for a job. She was described as having one of three skin-tones (light, brown, or dark) and having kinky or straight hair.

A multiple analysis of variance (MANOVA) failed to reveal differences in personal characteristics, personal attributes, and work ability due to skin tone or to hair texture. Multiple linear regression analyses revealed that hair texture predicted hiring decision, after controlling for relevant demographic variables. Participant education and vignette hair texture influenced hiring decisions, accounting for 8.2% of the variance. The woman in the vignette with straight hair was more likely to be recommended for hire and more educated participants were more likely to recommend hiring. These findings suggest that education may be an important factor in changing the influence of colorism in African American culture and that hair texture may be a factor of colorism that influences hiring of applicants.