A groundbreaking study conducted by researchers at Pompeu Fabra University (UPF) has unveiled subtle yet significant ethnic discrimination within Spain’s leading online second-hand marketplace. This experimental research specifically highlights the challenges faced by individuals with Arab and Chinese names when engaging in buying transactions. The findings reveal that such buyers need to increase their offers by approximately 3% to achieve the same acceptance rates as those with native Spanish names, revealing a nuanced form of discrimination embedded in everyday economic exchanges.
This pioneering investigation was spearheaded by sociologists Jorge Rodríguez Menés, Clara Cortina, and Maria José González from UPF’s Sociodemography Research Group (DemoSoc), situated in the Department of Political and Social Sciences. By focusing on online consumer-to-consumer exchanges, the study offers profound insights into how ethnic background—assessed primarily through individuals’ names—can affect market interactions in a culturally diverse modern society like Spain.
The researchers’ central question was deceptively straightforward: does a person’s ethnic background, as signaled by their name, directly influence their experience in online marketplaces? To explore this, the team designed two distinct yet complementary field experiments. First, they sent purchase offers to genuine sellers using names that were ethnically identifiable as Spanish, Arabic, Chinese, or Latin American. Second, they posted similar items for sale under these same name categories. Throughout, variables such as message content and negotiation conditions were rigorously standardized to isolate the effect of the buyer or seller’s perceived ethnicity.
Results from these experiments drew a clear and telling distinction between buyer and seller experiences. When acting as buyers, individuals with Arabic and Chinese names received significantly fewer favorable responses from sellers compared to those with Spanish-sounding names. Quantitatively, the research estimated that minority buyers would have to bid around 3% more than the asking price to level the playing field. Buyers identified as Latin American also faced discrimination, though to a lesser and statistically insignificant degree. Interestingly, this pattern did not replicate for sellers belonging to these minority groups.
In the role of sellers, none of the minority names studied—Arabic, Chinese, or Latin American—elicited statistically significant discriminatory responses from potential buyers. On the contrary, buyers appeared indifferent to the ethnic origin signified by a seller’s name. Instead, the purchase decisions were more influenced by price competitiveness, with higher-than-market price listings, regardless of the seller’s ethnicity, seeing diminished buyer interest. This asymmetry between buyer and seller discrimination offers revealing insights into the social dynamics influencing online market behavior.
The study’s nuanced interpretation challenges simplistic assumptions about discrimination as purely a product of overt racism or stereotype-driven prejudice. The researchers argue that if discrimination were solely based on moral or prejudicial attitudes, it would manifest symmetrically against both buying and selling roles and consistently affect all minority groups. Additionally, the evidence counters explanations rooted in first-moment statistical discrimination, which posits that sellers might undervalue minority buyers due to perceptions of lower purchasing power.
Instead, the discrimination observed is characterized as “second-moment statistical discrimination,” a subtler, more complex dynamic rooted in cautious mistrust. Sellers seem to harbor concerns about the unpredictability or variability of minority buyers’ behavior relative to the ‘prototypical transactor’ they expect. In retail terms, this means sellers prefer to avoid engaging with buyers whose transactional patterns are perceived as less predictable, particularly when sellers aim to sell goods at full price without complications. This protective mechanism ultimately disadvantages minority buyers, reinforcing barriers to equitable market participation.
Interestingly, when sellers were in disadvantageous positions—such as needing a quick sale or offering substandard products—sellers were more open to engaging with minority buyers. This suggests an adaptive trust model whereby minority buyers may be perceived as potential partners for non-standard transactions, possibly because sellers believe that these buyers might be more willing to accept products with fewer guarantees or inferior quality. Such findings reveal a complex interplay between market conditions and ethnic biases.
Another significant discovery concerns the differential treatment of minorities depending on whether they are buyers or sellers. The researchers speculate that the lack of discrimination against minority sellers may stem from their wider representation among Spain’s small business owners and self-employed individuals. This entrepreneurial status could afford them greater familiarity and credibility within consumer markets, counteracting biases that typically affect minority buyers. The implication is that social roles and economic status heavily mediate ethnic perceptions in the marketplace.
The study’s policy implications are profound, particularly in cautioning against common mitigation strategies in online marketplaces such as anonymizing profiles through hiding names or photos. The evidence suggests these approaches may not effectively counteract discrimination that is based on mistrust rather than overt prejudice. Instead, the authors advocate for interventions that build trust and reduce uncertainty, including enhanced profile detail transparency, verified rating systems, and secure payment mechanisms. These measures aim to foster a more reliable and familiar exchange environment, reducing mistrust-based discrimination.
Published in the esteemed journal Social Indicators Research, this research taps into critical discussions on social inclusion and equity in the digital economy. Funded by the Social Observatory of the “la Caixa” Foundation, the study makes a compelling case that discrimination is not always evident or conscious. Instead, it may arise from hidden barriers built on a fear of the unknown or a perceived deviation from normative social roles, which in turn perpetuates exclusion in seemingly mundane interactions like buying and selling second-hand items.
This investigation underscores the broader societal challenges of integrating ethnically diverse populations in an increasingly digitized and market-oriented world. It also draws attention to second-hand commerce—a rapidly growing sector—as a mirror reflecting deeper social cleavages. Recognizing the subtleties of ethnic discrimination in such settings can inform more equitable digital policy and marketplace design, fostering fairness and inclusion in everyday economic activities.
Ultimately, the UPF study enriches understanding about the nuanced forms discrimination can take in modern consumer markets, especially those mediated by technology and anonymity. It reveals that even in informal economic contexts, latent ethnic biases and mistrust persist, influencing outcomes in ways that economic rationality alone cannot explain. By unraveling these mechanisms, the research opens pathways to designing marketplace environments that are not only efficient but just.
Subject of Research: People
Article Title: “When your name matters: Two field experiments on ethnic discrimination in Spain’s main online consumer-to-consumer market”
News Publication Date: 16-Jul-2025
Web References: http://dx.doi.org/10.1007/s11205-025-03672-0
References: Rodríguez-Menés, J., González, M.J., Cortina, C. (July 2025) “When your name matters: Two field experiments on ethnic discrimination in Spain’s main online consumer-to-consumer market”, Social Indicators Research
Keywords: Social sciences, Social research
