Online shoppers behave differently after chatting with staff of the opposite gender, new research shows – here’s why businesses should be paying attention
- Written by Yoonseock Son, Assistant Professor of IT, Analytics, and Operations, University of Notre Dame
In a digital world where people are mere pixels on a screen, gender bias can show up in unexpected forms. That’s what our research team found in a field experiment published in the Journal of Operations Management.
When people are online, anonymity and physical detachment embolden them to behave in biased ways, previous work has shown. As...