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Stereotypes, Prejudice, and Discrimination02:55

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Customer Discrimination in the Workplace: Evidence from Online Sales.

Erin Kelley1, Gregory Lane2, Matthew Pecenco3

  • 1Harris School of Public Policy, University of Chicago.

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Customer gender bias significantly reduces sales agent productivity. Female-sounding names result in 50% fewer purchases, impacting online sales globally and highlighting potential gender productivity gaps.

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Area of Science:

  • Behavioral Economics
  • Gender Studies
  • Labor Economics

Background:

  • Customer engagement is crucial for sales agent performance.
  • Gender-based discrimination can impact economic outcomes.
  • Online sales platforms offer unique environments to study worker productivity.

Purpose of the Study:

  • To quantify the impact of customer gender bias on online sales agent productivity.
  • To investigate whether gender discrimination affects customer interaction and purchasing behavior.
  • To determine the potential productivity of female agents without biased customer interactions.

Main Methods:

  • A novel experimental framework was employed, randomly assigning gendered names to sales agents.
  • Customer interactions were analyzed for response times, expressiveness, and purchase discussions.
  • Productivity was measured by the number of purchases completed.

Main Results:

  • Assigning a female-sounding name to agents decreased purchases by 50%.
  • Customers exhibited slower response times, reduced expressiveness, and avoided purchase discussions with female-named agents.
  • Similar discriminatory patterns were observed across global customer bases and diverse worker demographics.

Conclusions:

  • Customer gender bias significantly hinders the productivity of female sales agents.
  • Removing this bias suggests women possess higher potential productivity than their male counterparts.
  • Addressing customer bias is essential for achieving gender equity in the digital economy.