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Customer Discrimination in the Workplace: Evidence from Online Sales

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  • Kelley,Erin Munro
  • Lane,Gregory
  • Pecenco,Matthew Giovanni
  • Rubin,Edward

Abstract

Many workers are evaluated on their ability to engage with customers. This paper measures theimpact of gender-based customer discrimination on the productivity of online sales agents working acrossSub-Saharan Africa. Using a novel framework that randomly varies the gender of names presented to customers withoutchanging worker behavior, we find that the assignment of a female-sounding name leads to 50 percent fewer purchases bycustomers. The results appear to be driven by relatively lower interest in engaging with female workers. Since workerproductivity informs firm hiring, pay, and promotion decisions, these results are important for understanding thepersistence of identity-based discrimination in the labor market.

Suggested Citation

  • Kelley,Erin Munro & Lane,Gregory & Pecenco,Matthew Giovanni & Rubin,Edward, 2022. "Customer Discrimination in the Workplace: Evidence from Online Sales," Policy Research Working Paper Series 10228, The World Bank.
    • Handle: RePEc:wbk:wbrwps:10228
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    File URL: http://documents.worldbank.org/curated/en/099930011102212210/pdf/IDU0b1a71ad100512044c308857026fa4ea0c771.pdf
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    JEL classification:

    • J16 - Labor and Demographic Economics - - Demographic Economics - - - Economics of Gender; Non-labor Discrimination
    • O12 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Microeconomic Analyses of Economic Development

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