EXPRESS: Revealing and Mitigating Racial Bias and Discrimination in Financial Services

IF 5.1 1区管理学 Q1 BUSINESS

Journal of Marketing Research Pub Date : 2023-05-04 DOI:10.1177/00222437231176470

Maura L. Scott, Sterling A. Bone, Glenn L. Christensen, Anneliese Lederer, Martin Mende, Brandon G. Christensen, Marina Cozac

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引用次数: 1

Abstract

Three field studies and a laboratory experiment reveal racial discrimination in financial loan services. The results show that (a) service employees provide Black (vs. White) customers with inferior service outcomes (i.e., products offered), (b) Black (vs. White) customers experience inferior service processes (employees’ warmth/competence), and (c) Black (vs. White) customers report lower loyalty intentions toward the firm. Such discrimination is not only morally wrong and illegal, but it is also bad for business. Therefore, the authors also show when and why racial discrimination is mitigated: namely, when Black customers signal higher socioeconomic status, or a Black customer’s company (for which they seek the loan) has a more complex and sophisticated legal structure (corporation vs. sole proprietorship). Exploring this mitigation effect further, the results show that a more sophisticated business structure increases the employee’s trust toward Black customers, which reduces the perceived default likelihood and increases the likelihood to offer a loan; yet, this process does not emerge for White applicants. The findings point to managerial and policy implications to mitigate racial discrimination.

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EXPRESS：揭示和减轻金融服务中的种族偏见和歧视

三项实地研究和一项实验室实验揭示了金融贷款服务中的种族歧视。结果表明，（a）服务员工为黑人（相对于白人）客户提供了较差的服务结果（即所提供的产品），（b）黑人（相对于白色）客户体验到较差的服务流程（员工的热情/能力），以及（c）黑人（与白色）客户报告对公司的忠诚度较低。这种歧视不仅在道德上是错误和非法的，而且对商业也不利。因此，作者还展示了种族歧视何时以及为什么得到缓解：即，当黑人客户表示社会经济地位更高，或者黑人客户的公司（他们寻求贷款的公司）有更复杂和复杂的法律结构（公司与独资企业）时。进一步探讨这种缓解效应，结果表明，更复杂的业务结构增加了员工对黑人客户的信任，从而降低了感知到的违约可能性，增加了提供贷款的可能性；然而，这一过程并没有出现在白人申请人身上。调查结果指出了减轻种族歧视的管理和政策影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Research BUSINESS-

CiteScore

10.30

自引率

6.60%

发文量

期刊介绍： JMR is written for those academics and practitioners of marketing research who need to be in the forefront of the profession and in possession of the industry"s cutting-edge information. JMR publishes articles representing the entire spectrum of research in marketing. The editorial content is peer-reviewed by an expert panel of leading academics. Articles address the concepts, methods, and applications of marketing research that present new techniques for solving marketing problems; contribute to marketing knowledge based on the use of experimental, descriptive, or analytical techniques; and review and comment on the developments and concepts in related fields that have a bearing on the research industry and its practices.