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Racial Bias in Expert Quality Assessment: A Study of Newspaper Movie ReviewsLona FowdurEconomists Incorporated Vrinda KadiyaliCornell University - Samuel Curtis Johnson Graduate School of Management Jeffrey PrinceIndiana University - Kelley School of Business October 6, 2009 Johnson School Research Paper Series No. 7-2010 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% lower than for other racial compositions. These findings appear consistent with implicit discrimination, and result in an average revenue loss of up to 4%, or $2.57 million, per movie. Robustness checks show it is unlikely these results are driven by unobserved heterogeneity or random correlations.
Number of Pages in PDF File: 39 Keywords: racial bias, quality assessment, expert ratings, movies, implicit discrimination Accepted Paper SeriesDate posted: October 10, 2009 ; Last revised: November 22, 2011Suggested CitationContact Information
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