Signal of safety? Evidence that anti-bias training alters physician selection.

Organizations across the US invested $8 billion towards anti-bias training, but little is known about whether consumers value it. This current research uses experimental choice studies and machine learning methods to provide evidence that when anti-bias training is explicitly communicated,  consumers value this information and consider it a signal of safety. Our research contributes to the extant literature by showing how anti-bias training influences physician selection. For socially vulnerable healthcare consumers, such as racial minorities and women, anti-bias training may increase the odds that they would choose even a lower-rated (vs. higher rated) doctor by 30%. Public policy and healthcare marketing implications are also discussed.