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Skin Color And Tattoos Affect What You Buy

Skin Color And Tattoos Affect What You Buy



New research has found that skin color and tattoos affect what people buy online.

The study's just been published in the Economic Journal of the Royal Economic Society, and it shows online shoppers are less likely to buy something if a black person or someone with tattoos is selling it.

Over the course of a year, researchers placed online classified ads selling iPods in more than 300 locations in the US. In the ads, the iPod was held either by a white hand, a black hand or a tattooed hand.

Black sellers got 13 percent fewer responses, 18 percent fewer offers, and offers that were 11 to 12 percent lower.

The results were about the same for the tattooed hand.

--Rob Archer

 

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