Body image preference in the United States and rural Thailand: an exploratory study

The authors conducted a field study to examine the female body image preferences of young women and young men in a rural northern province of Thailand and in central California. The Thai participants did not have stronger body image preferences than did the U.S. participants overall. However, the young women preferred a significantly more slender body image than did the young men, F(1, 80) = 14.98, p < .001, and the Respondent Gender x Nationality interaction was also significant, F(1, 80) = 4.42, p = .039. Thai men, as expected, exhibited preferences for figures that were heavier than those preferred by their U.S. counterparts. Thai women, in contrast, exhibited preferences for figures that were thinner than those preferred by their U.S. counterparts or their male countrymen. These results are explained in terms of traditional Thai and U.S. values and in terms of Western cultural influences in modern Thailand.