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Punishing female negotiators for asserting too much…or not enough: Exploring why advocacy moderates backlash against assertive female negotiators

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  • Amanatullah, Emily T.
  • Tinsley, Catherine H.

Abstract

We complement prior findings that self-advocating female negotiators are reluctant to assert their interests and subsequently suffer financial repercussions, relative to other-advocating females, self-advocating males, and other-advocating males, by showing that self-advocating female negotiators who do assert their interests suffer negative social judgments (i.e., backlash). We use nascent theory on societal norms for the behavior of each gender to explain why advocacy context moderates backlash. We show that assertive, self-advocating women suffer a social backlash (for example, decreased likability) because their behavior is associated with high negative masculine and low positive feminine characterizations. Non-assertive, other-advocating women suffer a leadership backlash (for example, lower presumed competency) because their behavior is associated with high negative feminine and low positive masculine characterizations. Interestingly, male negotiators do not suffer any backlash consequences despite being characterized in a fashion similar to that of the females in each condition.

Suggested Citation

  • Amanatullah, Emily T. & Tinsley, Catherine H., 2013. "Punishing female negotiators for asserting too much…or not enough: Exploring why advocacy moderates backlash against assertive female negotiators," Organizational Behavior and Human Decision Processes, Elsevier, vol. 120(1), pages 110-122.
    • Handle: RePEc:eee:jobhdp:v:120:y:2013:i:1:p:110-122
    DOI: 10.1016/j.obhdp.2012.03.006
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    References listed on IDEAS

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    1. Ernst Fehr & Urs Fischbacher, 2004. "Social norms and human cooperation," Macroeconomics 0409026, University Library of Munich, Germany.
    2. Bowles, Hannah Riley & Babcock, Linda & McGinn, Kathleen L., 2005. "Constraints and Triggers: Situational Mechanics of Gender in Negotiation," Working Paper Series rwp05-051, Harvard University, John F. Kennedy School of Government.
    3. Walters, Amy E. & Stuhlmacher, Alice F. & Meyer, Lia L., 1998. "Gender and Negotiator Competitiveness: A Meta-analysis," Organizational Behavior and Human Decision Processes, Elsevier, vol. 76(1), pages 1-29, October.
    4. Bowles, Hannah Riley & Babcock, Linda & Lai, Lei, 2007. "Social incentives for gender differences in the propensity to initiate negotiations: Sometimes it does hurt to ask," Organizational Behavior and Human Decision Processes, Elsevier, vol. 103(1), pages 84-103, May.
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