Does automation reduce stigma? The effect of self-checkout register adoption on purchasing decisions

By removing human cashiers, self-checkout registers may alter feelings of embarrassment experienced by customers. Using high-frequency scanner data from supermarkets in the Washington, D.C. area with staggered adoption of self-checkout, we conduct event study analyses on consumer purchasing behavior. On the extensive margin, we find positive but noisy effects of self-checkout adoption on sales of some stigmatized items. On the intensive margin, we show that stigmatized items are much more likely to be purchased at self-checkout than at cashier registers, especially condoms and pregnancy tests. We estimate that customers are willing to pay 8.5 cents in additional time cost for the privacy of purchasing stigmatized items at self-checkout.