Prejudice, Does It Exist or Not? Consumer Price Discrimination in Minority Entrepreneurship.

ABSTRACT: Many prior studies on minority entrepreneurship have found that some consumers display a strong bias against products from minority ventures. Not surprisingly, discrimination against products sold by minority-owned businesses increases the failure rate for such ventures. This paper seeks to verify the extent of consumer discrimination for minority products, and investigates whether it varies among different products. Building on insights from the theory of consumer discrimination, we conducted a comparative behavior experiment on 155 subjects for the expected pricing of two new products (common products and products with ethnic characteristics). Consistent with prior literature, we found that potential consumers held a bias against common products from minority ventures and offered a lower

SUBMITTER: Liu F 

PROVIDER: S-EPMC7606430 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature