NDLI: The Commodification of Race in Singapore: The Customer Service Implications of the Other-Race Effect on Tourism and Retailing

Content Provider	Springer Nature Link
Author	Henderson, Geraldine R. Williams, Jerome D. Grantham, Kimberly Dillion Lwin, May
Copyright Year	1999
Abstract	This paper examines the phenomenon known as the ‘other-race effect’, which is the ability to recognize the faces of those of one race, easier than the faces of those from another race. Typically, the race that is easier to recognize is the individual's own race, and most previous research has focused on this type of comparison. This study, though, analyzes the ability of Chinese Singaporeans to recognize the faces of people of color versus White faces in a customer service context, and compares those results with the ability of White subjects in the United States to recognize the same faces. This approach is particularly applicable to the Asia Pacific region. Tourism accounts for a significant part of the regional economies, and marketers are becoming more sensitive to the changing needs of the multicultural marketplace where inter-racial interactions between customers and service providers in retailing and tourism are on the rise. Results of the research indicate evidence of the other-race effect. Asians who were more exposed to people of color than to Whites, recognized Black faces better than White faces. The results are interpreted based on the theoretical premise that people are better at recognizing faces of races for which there is a higher level of interaction, exposure, and familiarity.
Starting Page	213
Ending Page	227
Page Count	15
File Format	PDF
ISSN	02174561
Journal	Asia Pacific Journal of Management
Volume Number	16
Issue Number	2
e-ISSN	15729958
Language	English
Publisher	Kluwer Academic Publishers
Publisher Date	1999-01-01
Publisher Place	Boston
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Business/Management Science Management
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics, Econometrics and Finance Strategy and Management

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