Video study of physician selection: Preferences in the face of diversity

Abstract Objectives To determine whether a diverse groupof people would predominantly choose a white malephysician regardless of group member’s sex and ethnicity when given a choice among 6 actor-portrayed video doctors (males and females of Latino, European, and African descent)and whether further exposure would alter initial selections. Study Design Participants selected a video doctorafter viewing a brief introduction and again afterviewing the delivery of a prevention message. Population Three hundred ninety-five participantsrecruited at a shopping mall in the San FranciscoBay Area (61% female, 39% male; 30% AsianAmerican, 29% European American, 26% Latino,8% African American, and 7% other). Outcomes Measured Initial and final video doctorselections; ratings of video doctors on interpersonalqualities. Results Most participants (85% of females and63% of males) initially chose a female video doctor(P<.001) and even more did so at final selection.Approximately half initially chose a same-race videodoctor (66% of European Americans, 51% ofLatinos, and 50% of African Americans), but fewerdid so at final selection (56% of EuropeanAmericans, 44% of Latinos, and 52% of AfricanAmericans). In addition, at final selection 57% ofAsian Americans and other-ethnicity participantschose a non–European American video doctor.