Based on gender role theory, gender differences in self-advocating negotiations are attributed to social backlash and discrimination against self-asserting women, while men are expected to self-assert. However, very limited research demonstrated the causal effects of negotiator gender on these measures. To obtain up-to-date evidence, and further understand gender effects by testing potential moderators, we conducted a vignettes-based experiment (N = 552, 275 female) in a 2X2X2 design. Featuring a job candidate for a management position, who initiates a request for high salary, we manipulated candidate's gender, their level of assertiveness (by masculine vs. feminine language in the salary request) and their power (by relevant experience for the position), and tested their effects on employers' intended salary offers and inclination to work with the candidate (reverse measure of social backlash). Among other hypotheses, we expected lower offers and more backlash toward women than men, differences which power would reduce; and expected backlash against assertive women and non-assertive men. Findings were mostly contrary to expectations: there was no discrimination or backlash based on employee gender. Moreover, the feminine, less assertive style, received less backlash across the board, without decreasing salary offers. Power positively affected both measures, but its effects were more intense for male, compared to female, candidates. Our findings contribute new knowledge on the main and interactive effects of the independent variables, and challenge common views on gender and negotiation, among them the belief that an assertive, masculine style leads to higher outcomes.

Authors:
Noa Nelson, Tel-Aviv Jaffa Academic College, Israel
Julia Reif, Universitat der Bundeswehr Munchen, Germany
Dan Ginat, Tel-Aviv Jaffa Academic College, Israel

About the Presenter(s)
Dr Noa Nelson is a University Assistant Professor/Lecturer at Tel-Aviv Jaffa Academic College in Israel

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