Field studies based on television quiz-shows are free from the kinds of demand characteristics and ethical concerns that can sometimes blight experimental work. Further, they are effectively double-blind, so providing a useful empirical test-bed for theories in social psychology, decision making and economics.
The popular TV quiz-show The Weakest Link (WL) has already been used to assess the optimal banking strategy in an analysis of economic decision making (Haan, Los and Riyanto (In press)); as a test of gender and race discrimination in voting practice (Levitt, 2004; Antonovics, Arcidiacono & Walsh, 2005); to investigate the trade-off between risk and return strategies in game playing (Barmish & Boston, 2009); and to show ‘neighbour avoidance’ in first round voting (Goddard, Ashley, Fuller & Hudson, 2011). A similar procedure was used here to measure the voting behaviour of contestants as a function of the proximity of the voter to the candidate voted for and as a function of their gender. The aim was to test for proximity and/or gender biases in voting patterns
