"A quick look at Indian matrimonial sites also indicates a strong preference for a 'fair' bride.
"Our study brings to light what has long been suspected in the South Asian culture: Lighter skin tones are favoured."
Most disturbing, Shah points out, is the commonly held - and incorrect - belief among South Asian Americans that they do not require the same skin protection against the sun in comparison to people of paler complexions and skin tones.
"People with darker skin tones have more melanin, which is a natural protector against ultraviolet radiation," said Shah.
"However, that does not mean that skin of colour individuals are not at risk when out in the sun."
Shah and Alexis have submitted the study to a peer-reviewed journal for publication.
