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Do People Value Racial Diversity? Evidence from Nielsen Ratings

dc.contributor.author Aldrich, EM
dc.contributor.author Arcidiacono, PS
dc.contributor.author Vigdor, JL
dc.date.accessioned 2010-06-28T19:05:40Z
dc.date.available 2010-06-28T19:05:40Z
dc.date.issued 2005
dc.identifier.uri https://hdl.handle.net/10161/2643
dc.description.abstract Nielsen ratings for ABC's Monday Night Football are significantly higher when the game involves a black quarterback. In this paper, we consider competing explanations for this effect. First, quarterback race might proxy for other player or team attributes. Second, black viewership patterns might be sensitive to quarterback race. Third, viewers of all races might be exhibiting a taste for diversity. We use both ratings data and evidence on racial attitudes from the General Social Survey to test these hypotheses empirically. The evidence strongly supports the taste-for-diversity hypothesis, while suggesting some role for black own-race preferences as well.
dc.format.extent 192374 bytes
dc.format.mimetype application/pdf
dc.language.iso en_US
dc.publisher Walter de Gruyter GmbH
dc.subject Consumer behavior
dc.subject Customer discrimination
dc.subject Racial diversity
dc.subject Economics
dc.subject Learning
dc.subject Microeconomics
dc.title Do People Value Racial Diversity? Evidence from Nielsen Ratings
dc.type Journal article
duke.contributor.id Arcidiacono, PS|0232840
duke.contributor.id Vigdor, JL|0232884


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