Prior research has examined the lack of racial representation within algorithms and search engines. Basic searches like “beautiful women” or “professional hairstyles” frequently fail to produce images representing anything other than white Eurocentric features. This disparity between race and algorithms can occur within search engine platforms, especially those that claim to prioritize diversity. However, the extent to which these platforms are addressing these diversity issues remains unclear. There is a gap in research exploring bias search engines effects on consumers. As a result, this exploratory research aims to study how search engine results reflected in digital media applications lack sufficient representation and its impact on consumer behavior such as purchase decisions and spending habits. In this study, 39 participants completed a survey that presented algorithm audits of various search engine results like “gym outfits” and “makeup looks.” Participants then evaluated whether these results would influence their purchase decisions. The findings indicated that African Americans were less likely to feel represented and consequently, less likely to use that information to make a purchase. These results suggest that racially biased algorithmic results may negatively impact persons of color during the consumer decision process while simultaneously decreasing brand visibility.
