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

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.