A widespread stereotype about women is that they are less performant at the bargaining table than men. For example, when it comes to vehicle purchases, popular wisdom suggests that women should be accompanied by a man at the concession so that they can be ‘taken seriously’ and can make a good deal. Indeed, the study of Ayres & Siegelman (1995) showed that car dealers offered women significantly higher initial and final prices than men, although the negotiators (men and women) used exactly the same scripted negotiation strategies. This shows that negotiation outcomes vary by gender in part because negotiation partners are influenced by expectations about the opponent. But, even assuming that they were not, women are still likely to be disadvantaged (compared to men) at the bargaining table because negotiation partners are also influenced by expectations about themselves—which, in this case, does not help women. Here, the widespread stereotype about women’s inferior negotiating ability may affect women themselves through a process called “stereotype threat” (Steele & Aronson, 1995). This phenomenon refers to the risk of confirming a negative stereotype about a stigmatized group due to awareness of the stereotype itself. As a woman, being aware that women are generally not considered as effective negotiators (less than men anyway) can increase performance impairment, even if the woman does not personally adhere to this stereotype.
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If this gender gap at the bargaining table seems deeply ingrained in the societal gender roles, one can wonder if such a phenomenon can be reduced (or even reversed) when the topic of the negotiation is typically feminine. Indeed, would a woman feel more expert and comfortable when negotiating feminine topics (compared to gender neutral ones), which would lead her to achieve better performances than men in these circumstances? Or would she perform worse in stereotypically feminine negotiations than in neutral ones? To examine this question, Demoulin and Teixeira (2016) designed an experiment, published in the International Review of Social Psychology, to analyze gender effects in negotiations involving typically female-related topics.
Gender effects in traditionally feminine negotiation tasks
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Gender gap in negotiation outcomes: Gender-specific social and psychological barriers
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Ayres, I., & Siegelman, P. (1995). Race and gender discrimination in bargaining for a new car. The American Economic Review, 304-321.
Demoulin, S., & Teixeira, C. (2016). “I Do the Dishes; You Mow the Lawn”: Gender Effects in Stereotypically Feminine Negotiation Tasks. International Review of Social Psychology / Revue Internationale de Psychologie Sociale, 29(1).
Steele, C. M., & Aronson, J. (1995). Stereotype threat and the intellectual test performance of African Americans. Journal of Personality and Social Psychology, 69(5), 797.
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To know more about Wage differentials between men and women in France:
http://www.lemonde.fr/les-decodeurs/article/2015/09/22/salaires-les-ecarts-hommes-femmes-se-reduisent-sauf-pour-les-hauts-revenus_4767045_4355770. Html # 2ul2mAekdViXWi70.99
Related Topics published in the IRSP:
Find the special issue of the IRSP on “Stereotype threat in children: Past and present” on Cairn at: http://www.cairn.info/revue-internationale-de-psychologie-sociale-2014-3.htm
Download the article of Demoulin & Teixeira from the link:
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