The role of beauty in the labor force is well-studied. However, there is a lack of research regarding the economic effects of beauty in the arts, an area which inherently deals with esthetics. Focusing on consumer discrimination, this paper explores the impact of audience members’ perceived attractiveness of dancers on their willingness to pay (WTP) for a modern dance performance. To examine this relationship, an online survey was distributed, which included four video recordings of self-choreographed modern dance solos. Using the dataset of 1,989 observations, this study uses ordinary least squares regression models, as well as linear probability and binomial logit and probit models, to investigate the extent that the audience members’ perceived attractiveness of a dancer affects their WTP for a modern dance performance. Although the findings reveal a slight positive relationship between dancers’ perceived attractiveness and WTP for modern dance performances, there is evidence of a strong positive relationship between audience members’ perceived attractiveness of dancers and their willingness to re-watch or watch more of the performance.
Lau, Rachel, "Beauty-Based Consumer Discrimination in Modern Dance" (2019). Senior Independent Study Theses. Paper 8700.
Dance | Econometrics | Other Economics
Bachelor of Arts
Senior Independent Study Thesis
© Copyright 2019 Rachel Lau