NFT 市场中的性别和种族价格差异

不可替代代币（NFT）市场是一个新兴的在线市场，在将用户的现实世界身份转化为 NFT 市场方面发挥着至关重要的作用。

The United States has a long history of disparities in wealth, education, employment, and consumption based on gender and race. Studies on modern marketplaces, such as online rental and labor markets, have found ways to reduce gender and racial inequality.

美国长期以来在财富、教育、就业和消费方面存在基于性别和种族的差异。对在线租赁和劳动力市场等现代市场的研究已经找到了减少性别和种族不平等的方法。

The non-fungible token (NFT) market, an emerging online marketplace, plays a crucial role in translating users' real-world identities into the NFT marketplace. Given recent social movements and the younger demographics associated with these digital spaces, some anticipate that the NFT marketplace and its more liberal and progressive inhabitants will reduce prejudice and social bias.

不可替代代币（NFT）市场是一个新兴的在线市场，在将用户的现实世界身份转化为 NFT 市场方面发挥着至关重要的作用。鉴于最近的社会运动和与这些数字空间相关的年轻人口统计数据，一些人预计 NFT 市场及其更加自由和进步的居民将减少偏见和社会偏见。

In a new study, researchers from the Tepper School of Business and other universities examined the impact of avatars' gender and race on transaction prices in the NFT marketplace. They found that contrary to expectations, there were pronounced gender and racial disparities in NFT prices.

在一项新研究中，来自泰珀商学院和其他大学的研究人员研究了化身的性别和种族对 NFT 市场交易价格的影响。他们发现，与预期相反，NFT 价格存在明显的性别和种族差异。

They also found that avatars with features associated with high-tech or higher education countered these disparities. The authors offer insights into policy strategies to promote racial and gender equity in the NFT marketplace.

他们还发现，具有与高科技或高等教育相关的特征的化身可以抵消这些差异。作者对促进 NFT 市场种族和性别平等的政策策略提出了见解。

The study, by researchers from the Tepper School at Carnegie Mellon University, New York University, and Harvard University, appears in the International Journal of Research in Marketing.

这项研究由卡内基梅隆大学泰珀学院、纽约大学和哈佛大学的研究人员进行，发表在《国际营销研究杂志》上。

"Based on the observation that NFT investors often represent a younger, wealthier, and more politically progressive demographic, we sought to determine whether this marketplace might be less susceptible to prejudice and social bias," says Yuan Yuan, a Ph.D. student in marketing at Carnegie Mellon's Tepper School of Business, who led the study.

“根据观察，NFT 投资者通常代表更年轻、更富有、政治上更进步的人群，我们试图确定这个市场是否不太容易受到偏见和社会偏见的影响，”博士袁媛说。卡内基梅隆大学泰珀商学院市场营销专业的学生领导了这项研究。

"As the NFT market continues to grow and increasingly leverages digital communities as brand assets, such questions will become increasingly important."

“随着 NFT 市场的不断增长，并越来越多地利用数字社区作为品牌资产，这些问题将变得越来越重要。”

Gender and race are key factors that can lead to discrimination and inequality within fields such as marketing and economics. These disparities impact both the fairness and the performance of the NFT marketplace, where avatar headshots serve as representations of individuals' digital identities. In this study, researchers sought to identify the effects of avatars' gender and race on NFT prices, how these effects varied over time, and what providers can do to mitigate disparities.

性别和种族是可能导致营销和经济学等领域歧视和不平等的关键因素。这些差异影响了 NFT 市场的公平性和表现，在该市场中，头像头像代表了个人的数字身份。在这项研究中，研究人员试图确定化身的性别和种族对 NFT 价格的影响、这些影响如何随时间变化，以及提供商可以采取哪些措施来缩小差异。

The study found that female CryptoPunks avatars were sold at a 37% lower price than their male counterparts (i.e., avatars with similar image attributes), while Black CryptoPunks avatars were sold at a 31% lower price than their White counterparts. In a controlled lab experiment, the study causally confirmed both gender and race price premiums, as well as the presence of racial bias in these purchasing behaviors.

研究发现，女性 CryptoPunks 头像的售价比男性头像（即具有相似图像属性的头像）低 37%，而黑人 CryptoPunks 头像的售价比白人头像低 31%。在一项受控实验室实验中，该研究证实了性别和种族价格溢价的因果关系，以及这些购买行为中存在种族偏见。

Researchers also identified features of the avatars linked to high-tech or higher education (e.g., 3D virtual reality headsets or nerd glasses), finding that avatars with these features countered the disparities. This suggests incorporating such attributes into avatars could counteract bias in the NFT marketplace.

研究人员还确定了与高科技或高等教育相关的化身特征（例如 3D 虚拟现实耳机或书呆子眼镜），发现具有这些特征的化身抵消了这种差异。这表明将这些属性纳入化身可以抵消 NFT 市场中的偏见。

While previous studies have suggested that conservative ideologies may exhibit greater prejudices against underserved groups, including women, and that such biases are more pronounced among older adults compared to younger ones, this study challenges the notion that gender and racial biases are diminished in the emerging, technologically advanced marketplace.

虽然之前的研究表明，保守意识形态可能对包括女性在内的服务不足的群体表现出更大的偏见，而且与年轻人相比，这种偏见在老年人中更为明显，但这项研究挑战了性别和种族偏见在新兴群体中减少的观点。技术先进的市场。

The findings reveal deep-seated and persistent societal stereotypes and prejudices in the digital marketplace, particularly in the devaluation of Black avatars across demographics, highlighting the complexity of biases in digital marketplaces.

调查结果揭示了数字市场中根深蒂固且持续存在的社会刻板印象和偏见，特别是在整个人口统计中对黑人化身的贬值，突显了数字市场中偏见的复杂性。

"By considering our findings, NFT creators and platforms can promote a more balanced marketplace by introducing attributes that counteract bias," explains Kannan Srinivasan, Professor of Management, Marketing, and Business Technology at Carnegie Mellon's Tepper School of Business, who co-authored the study.

卡内基梅隆大学泰珀商学院管理、营销和商业技术教授 Kannan Srinivasan 解释道：“通过考虑我们的发现，NFT 创作者和平台可以通过引入抵消偏见的属性来促进更加平衡的市场。”学习。

"NFT platforms that want to harmonize efficiency with fairness can also adopt policies that discourage bias, providing more equitable guidelines for the creation and transaction of NFTs."

“想要协调效率与公平的 NFT 平台也可以采取消除偏见的政策，为 NFT 的创建和交易提供更公平的指导方针。”

The authors note some limitations of their study, including the challenge of distinguishing between factors perceived as more valuable and those that are personally preferred, and the exclusivity of their focus on human avatars. In addition, they note that their database's diversity might not fully represent the general population.

作者指出了他们研究的一些局限性，包括区分被认为更有价值的因素和个人偏好的因素的挑战，以及他们对人类化身的独特关注。此外，他们指出，他们的数据库的多样性可能无法完全代表一般人群。

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