Fresh research shows online shoppers behave differently after talking to opposite-sex employees – here’s why businesses should take notice

In a digital world where people are just pixels on a screen, gender bias can take unexpected forms. This is what our research team found in a field experiment published in Operations Management Journal.

When people utilize the Internet, anonymity and physical distance encourage them to engage in biased behavior, last work showed. As professors who study Business Analytics, information systems, operational management AND information technologyWe wanted to better understand how gender bias works in online environments, so we conducted a seven-month experiment with an online platform that offers health-related products and services.

The South Korean-based company, which asked not to be identified, sells weight-management products designed to be consumed over several weeks. It also provides personalized diet advice to users based on age, weight, height, lifestyle and other characteristics, and offers one-on-one consulting services to answer customers’ questions.

We focused on the platform’s chat feature, which connects users with paid advisors who answer their questions and recommend appropriate products. After the exchange, users can rate the advisors.

We found that disclosing a consultant’s gender led to customers leaving more reviews and higher ratings, especially when the consultant was female. What’s more, pairing a client with an opposite-sex consultant resulted in higher ratings and greater engagement compared to same-sex pairings.

Why is this vital?

Researchers have studied gender bias among employers extensively, but the biases of customers are more often overlooked. Our study ventures into this less traveled territory.

While we understand that gender bias is vital to basic principles of equality and fairness, it also has implications for business objectives. In the service sector, where employee-customer interactions are key to success, bias can impact customer satisfaction and ultimately the bottom line. The stakes are especially high for online platforms, where matching the right service to the right user is critical.

When gender influences purchasing decisions, it’s not just a social issue—it’s a financial one. Companies that effectively mitigate these biases can boost their profits while realizing the full potential of their customer base. And understanding these biases is the first step to solving them.

What is not known yet

Our research suggests that companies can improve customer satisfaction by acknowledging gender bias. To support companies understand and respond to bias, researchers can pursue several key avenues. For example, the mechanisms behind gender bias are not fully understood. It is vital to explore why customers might respond more favorably to consultants of the opposite sex, and to identify the psychological and social factors that play a role.

Researchers should also examine racial, cultural, and age biases, among others. Future research could examine how these biases interact and what combined mitigation strategies might be effective.

While the digital revolution has changed the way Americans do business, it has also created modern challenges. One thing is clear: In the digital age, combating bias isn’t just a moral imperative. It’s a business imperative.

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