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

Architectures of Virtual Decision-Making: The Emergence of Gender Discrimination on a Crowdfunding Website