Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture

This field study examined how customer-employee interactions are affected by the congruency between an employee's gender and perceived image of consumption context in one most equal cultures world (Scandinavia). Mystery shoppers had a service encounter with employee across set physical commercial settings that were classified according to their image. The mystery noted employee, provided evaluations, indicated word-of-mouth (WOM) ratings. Shoppers who congruent (e.g., female “feminine” context) reported more favorable evaluations WOM ratings than incongruent “masculine” context), impact on mediated particularly respect competence inferences. These findings highlight ethical dilemma positive effect, as it can generate superior consumer responses but also risks resulting occupational segregation.