An examination of consumer bias against female and minority commercial pilots

Several studies have examined biases towards gender and ethnic minorities in professional settings, such as medical practices, academia, and aviation. Our research aims to understand consumers' attitudes towards ethnic minorities and female pilots. A better understanding of the impact of customers' perceptions on these minority groups could improve commercial flight operations and support increasing air travel demands. Specifically, this study investigated consumer perceptions of gender and ethnic bias towards commercial airline pilots and flight students in the United States. In a two-experiment design, participants in Study 1 viewed pictures of current female and male commercial pilots of various races. Participants then rated their opinions on the quality of the pilot (e.g. professionalism, flight safety, smoothness of flight, and their confidence in the pilot). In Study 2, participants viewed pictures of student pilots and rated the individual's likeliness to succeed in flight training. The results indicated that participants favored White male pilots in all conditions and that female and ethnic pilots were generally viewed as less favorable. These findings suggest that overt biases are present towards pilots with implications demonstrating that biases influence the hiring processes for female and minority pilots. •Consumer perceptions of gender and ethnic bias towards commercial airline pilots and flight students in the United States was investigated.•Pilot shortages, hiring issues for underrepresented pilots, and implicit and explicit biases provided a foundational background.•The results indicated that participants favored White male pilots in all conditions and that female and minority pilots were generally rated lower.