Who Warms You Up? How Employee Gender Composition Impacts Consumer Responses

ABSTRACT Gender issues, such as gender diversity and equality, have recently been prominent in both media and workplace discussions. While prior research has investigated the consequences of gender composition in the workplace, its impact on consumer perceptions and responses remains underexplored. On the basis of the Stereotype Content Model, this research explores this question from a consumer behavior perspective. A series of studies demonstrates that consumers perceive a company employing more female employees as warmer and, in turn, show more favorable responses to the company (e.g., consumer attitudes, purchase intentions, click‐through rates, and willingness to pay). The authors also establish boundary conditions and find that the proposed effect is attenuated when the typical user is male and when products are utilitarian. Theoretical and practical implications are discussed, highlighting the importance of considering employee gender composition in shaping consumer behaviors and company strategies.