Revealed Preferences Among NBA Fans: Is Skin Tone a Factor?
19 Pages Posted: 9 Feb 2017
Date Written: February 7, 2017
Skin tone has been shown to impact the ability of darker-skinned individuals to maximize their earnings to potential earnings ratio. Additionally, studies of fan preference have found racial implications on team preference and ticket sales. We empirically test these theories by examining the marginal impact of skin tone on top selling jerseys. Our findings reveal that while skin tone does in fact play a factor, it runs counter to the common finding for a skin tone effect, such that the differential in skin tone has roughly the same magnitude and directional impact as the differential in player performance ceteris paribus.
Keywords: revealed preferences, NBA, skin tone, jersey sales
JEL Classification: D12, J15, Z21
Suggested Citation: Suggested Citation