Gender Influences on Purchasing Negotiation Objectives, Outcomes and Communication Patterns

Abstract

This paper analyses the results and processes of a considerable number of purchasing negotiation role plays (n=1159). It compares the objectives and results obtained and communication patterns used by men and women. Results show that male negotiators set themselves higher objectives than female negotiators, specifically under conditions of high competitiveness. Women on the other hand are more realistic when determining their negotiation objectives: they rather strive for mid range objectives. The outcome of the observed negotiations is higher for female negotiators, specifically under conditions of high and slightly less under conditions of medium competitiveness. Male negotiators are more likely to obtain mid range results. Female negotiators are more likely to reach no deal at all. Female negotiators use fewer tactics and more open communication patterns than male negotiators. All of the observed relationships are statistically significant, but relatively weak and should be considered as tendencies only.