customers. Consider the situation of a store owner or manager who is not personally prejudiced, but who has

many customers who are prejudiced. If that manager treats all groups fairly, the manager may find it drives
away prejudiced customers. In such a situation, a policy of nondiscrimination could reduce the firm’s profits.
After all, a business firm is part of society, and a firm that does not follow the societal norms is likely to suffer.

As economist William A. Darity Jr. points out, however, the "prejudiced customer" rationale falls apart when

considering the many jobs that have no customer contact. Darity examined several theories regarding the

persistence of employment discrimination, including rationales regarding group membership and employers'

lack of information about candidates of other genders or races. Darity also directly studies and interprets

others' work on discrimination in other countries, such as wage disparities between Sikh and Hindu men in
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