What’s in a name? Place misrepresentation and neighbourhood stigma in the online rental market

In this article we examine how the online rental housing market reflects the desirability of different neighbourhoods in St. Louis, MO, a metropolitan area with long-standing high levels of Black–White residential segregation. Using a large digital corpus of advertisements for rental housing, we first show that adverts in neighbourhoods with more Black residents are less likely to list a neighbourhood name than adverts for available housing units in neighbourhoods with more White residents. Advertisements for housing in neighbourhoods with more Black residents are also more likely to list a different, higher-income neighbourhood name than the one in which they are located. Next, using a survey of St. Louis residents, we find that neighbourhoods with more Black residents are perceived as less desirable by both White and Black St. Louisans. We then employ a pair of survey experiments and find that interest in renting a particular housing unit changes if the advert does not list a neighbourhood name or uses a different neighbourhood name than one commonly associated with its location. Altogether, our findings reveal that postings in online housing markets reflect and reproduce existing racial-spatial patterns and may contribute to the avoidance/stigmatisation of certain neighbourhoods.