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The Effect of Gender on Negotiation Behaviour

Gordana Dobrijević
Published Online: 2014-05-08 | DOI: https://doi.org/10.5937/sjas11-5298


As men and women have different roles in society, their negotiating styles and behaviours are also different. The success of men and women in negotiations depends largely on the type of negotiation (integrative or distributive) and gender stereotypes prevailing in society. There is a general opinion that women are more cooperative, while men are more aggressive and competitive in negotiations. Our findings from the Serbian setting show a somewhat different picture: women do not use more cooperative strategies and tactics than men. Although men focus on winning, they also focus on problem solving; while women focus on conflict avoidance, and, to a certain extent, on mutual relationship. Women are also more sensitive to their counterpart’s age and gender. But, they are also less sincere in negotiations and focus on their own interests, rather than taking care of their own as well as other party’s interests. A major theoretical implication of this research is that the observed differences in the behaviour of female negotiators reflect the pressure to be successful in a male-dominated society where gender stereotypes are quite prominent.


Pošto muškarci i žene imaju razlicite uloge u društvu, njihovi pregovaracki stilovi i ponašanja se tako_e razlikuju. Pregovaracki uspeh muškaraca i žena u velikoj meri zavisi od vrste pregovora (saradnicki ili suparnicki) i rodnih stereotipa koji su izraženi u datom društvu. Uobicajeno je mišljenje da žene više sara_uju, dok se muškarci više nadmecu i agresivniji su. Naše istraživanje u Srbiji pokazalo je malo drugaciju sliku: žene ne koriste više saradnicke strategije i taktike nego muškarci. Iako se muškarci fokusiraju na pobedu, takoe se fokusiraju na rešavanje problema, dok se žene fokusiraju na izbegavanje konflikta i, u manjoj meri, na me_usobne odnose. Žene su takoe osetljivije na godine i rod pregovaraca druge strane. Ali, one su takoe manje iskrene u pregovaranju i fokusiraju se na vlastite interese, umesto da uzimaju u obzir i interese druge strane. Glavna teorijska implikacija ovog istraživanja je da opažene razlike u ponašanju kod pregovaraca ženskog roda odslikavaju pritisak da uspeju u društvu u kojem dominiraju muškarci i u kojem su rodni stereotipi dosta izraženi

Keywords: negotiation; men; women; gender differences; gender stereotypes

Ključne reči: pregovaranje; muškarci; žene; rodne razlike; rodni stereotipi


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About the article

Received: 2014-01-08

Accepted: 2014-02-01

Published Online: 2014-05-08

Published in Print: 2014-04-01

Citation Information: Singidunum Journal of Applied Sciences, Volume 11, Issue 1, Pages 43–52, ISSN (Online) 2217-8783 , DOI: https://doi.org/10.5937/sjas11-5298.

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© by Gordana Dobrijević. This article is distributed under the terms of the Creative Commons Attribution Non-Commercial License, which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. BY-NC-ND 3.0

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