  The increasing relevance of Internet-based markets requires a sustained
investigation into the relationship between design and user behavior. This
research begins within the sociology of quantification and markets to
investigate the impacts of basic design decisions on user behavior and
individual success on a widely used crowdfunding website. This study looks at
one common design feature, publishing recipients' sex, on the probability of
receiving funding. Following research in the sociology of gender, these effects
are defined along individual, behavioral, and structural dimensions. The
results reveal that before teachers' sex was published, gender discrimination
was weak and inconsistent. However, afterward gender discrimination increases
by an order of magnitude and becomes systematized. Contrary to expectation,
donors did not discriminate by sex category, but by teachers' structural
position and the kinds of language they used. Implications for research on
gender discrimination, priming, and online behavior are discussed.
