because thats what customers want.
A new study finds one reason: In satisfaction surveys, store customers and medical patients say they prefer white men, and managers frequently hire and set pay based on customer preferences.
In the study, researchers at four business schools showed study subjects a video featuring either a black male, a white female, or a white male actor playing the role of an employee helping a customer. Those viewing the white male were 19 percent more satisfied with the employee's performance, and they were also more satisfied with the store's cleanliness and appearance.
But the actors demonstrated the same scripted behaviors, and the store background, camera angles and lighting were identical.interestingIn a separate aspect of the study, Hekman and his colleagues examined more than 10,000 medical patients' ratings of their doctors. Patients who received e-mail from their doctor were more satisfied with their doctor's competence and approachability, but only if the doctor was a white man.