Management Science Research Centre (MSRC) Seminar: Dorothee Honhon
Dorothee Honhon
Naveen Jindal School of Management, the University of Texas at Dallas
Raising the Rainbow Flag: Impact of LGBTQ+ Safety Cues on Service Provider Selection
Date: Friday, March 27, 2026
Time: 11:00 AM - 12:00 PM
Location: Bronfman Building, Room 310
Abstract
In today鈥檚 service economy, clients increasingly select service providers (SPs) through digital platforms that highlight server attributes and personal identifiers, including inclusivity signals, e.g., LGBTQ+ safety cues. We examine how the presence of such cues impacts client decisions when selecting SPs. We conducted a large-scale controlled experiment across three categories of SPs: primary care doctors, course instructors, and fitness trainers. Participants ranked quality-related attributes (experience, communication, compassion) and then made selections among hypothetical SPs, some of whom displayed a rainbow flag鈥攁 widely recognized LGBTQ+ safety cue. We find that, on average, SPs displaying the flag were 16.4% less likely to be selected, a statistically significant effect. However, this aggregate effect masks important heterogeneity: LGBTQ+ participants showed a positive preference for SPs displaying the flag; whereas, the flag鈥檚 negative effect was more pronounced for men vs. women. In terms of age, younger participants perceive the flag more positively; however, further analysis suggests that this is likely driven by a higher LGBTQ+ identification among them. Moreover, individuals with higher LGBTQ+ awareness or greater openness-to-experience scores responded more favorably to the flag. Our findings underscore the nuanced trade-offs involved in signaling LGBTQ+ inclusivity within service settings. Although displaying such safety cues in the SP selection process can enhance trust and comfort for LGBTQ+ clients, they can deter some non-LGBTQ+ clients, particularly those who are older, male or less familiar with LGBTQ+ concepts. As such, managers should carefully consider the demographic and ideological composition of their clientele when deciding on implementing such cues.
