Sexual and Racial Discrimination in Service-Seeking Interactions: A Field Study in Fast Food and Commercial Establishments

Observers at fast food restaurants and banks in New York City catalogued the sex and race of 492 customers and of the cashiers who were chosen by those customers. Data analysis showed that black customers preferred black cashiers while white customers preferred white cashiers. In contrast, female cashiers were preferred by both male and female customers, although the tendency was somewhat more pronounced for women. Also documented was an apparent bias of employing women rather than men in food-service positions. The findings are discussed in the general context of discrimination and stereotypy.