“…The most revealing finding of the current study was that children showed no skin tone preference when shown a variety of skin tone cartoons and asked who they would pick as their "best friend." This discrepant finding might relate to the children having more choices because of the greater skin tone variations of the cartoon characters presented to them (i.e., white, light brown, medium brown, and black), as opposed to having to choose between a Black or a White doll as in previous studies (Clark & Clark, 1939;Davis, 2006;Greenwald & Oppenheim, 1968;Lewis & Biber, 1951;Morland, 1962Morland, , 1966 or it may relate to that measures were taken to control for demand characteristics. The hypothesis that more options may affect children's skin tone preferences was supported in the pre-post phase of the current study where children did demonstrate skin tone preferences, as previously reported in the literature.…”