Gender Influences on Purchasing Negotiation Objectives, Outcomes and Communication Patterns

Abstract This paper compares the objectives, results obtained and communication patterns used by men and women in 1159 purchasing role plays over a period of 18 years. Results show statistically significant, but weak relationships, which should be considered as tendencies only. Male negotiators set higher objectives than female negotiators, specifically under conditions of high competitiveness. Women on the other hand are more realistic and 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. Although women more and more take on identical roles as men, the observed differences in negotiation results do not seem to diminish over time. Women finally use fewer tactics and more open communication patterns.