Researches pointed out that responses of consumers or customers to the service provider will be influenced by service provider's own "auxiliary characteristic", such as gender, age, appearance, race, clothing and other personal characteristics. While agents of life insurance have to contact with customers face to face and the number of female agents is more than male agents, this study intends to explore whether customer's gender stereotypes will have an impact on service contact consciousness, and whether service contact consciousness will affect customer's responses.