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 professors who study business analytics, information systems, operations management and information technology, we 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 firm, which is based in South Korea and requested its identity not be disclosed, sells weight-management products designed to be consumed over several weeks. It also provides customized dietary advice for users based on age, weight, height, lifestyle and other characteristics, and offers one-on-one consulting services to answer clients’ questions.
