Negotiating gender roles: gender differences in assertive negotiating are mediated by women's fear of backlash and attenuated when negotiating on behalf of others
The authors propose that gender differences in negotiations reflect women's contextually contingent impression management strategies. They argue that the same behavior, bargaining assertively, is construed as congruent with female gender roles in some contexts yet incongruent in other contexts. Further, women take this contextual variation into account, adjusting their bargaining behavior to manage social impressions. A particularly important contextual variable is advocacy—whether bargaining on one's own behalf versus on another's behalf.