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Racial bias in expert quality assessment: A study of newspaper movie reviews

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  • Fowdur, Lona
  • Kadiyali, Vrinda
  • Prince, Jeffrey

Abstract

Newspaper critics’ movie reviews are often used by potential movie viewers as signals of expert quality assessment. We investigate the existence and revenue impact of racial bias in these reviews. Using an expansive, novel dataset spanning 2003–2007, we find ratings for movies with a black lead actor and all white supporting cast are approximately 6 percent lower than for other racial compositions. These findings appear consistent with implicit discrimination, and result in an average revenue loss of up to 4 percent, or $2.57 million, per movie. Robustness checks show it is unlikely these results are driven by unobserved heterogeneity or random correlations.

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Bibliographic Info

Article provided by Elsevier in its journal Journal of Economic Behavior & Organization.

Volume (Year): 84 (2012)
Issue (Month): 1 ()
Pages: 292-307

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Handle: RePEc:eee:jeborg:v:84:y:2012:i:1:p:292-307

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Web page: http://www.elsevier.com/locate/jebo

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Keywords: Movies; Expert ratings; Quality assessment; Racial bias; Implicit discrimination;

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