Author(s)

Mufan Zheng ¹

Affiliation(s)

¹ Department of Psychology, Wuhan University, Wuhan, China

Corresponding Author

Mufan Zheng

ABSTRACT

This study examines whether negotiators' stereotypical impressions of their negotiation counterparts based on friendliness and gender affect the negotiation process. A scenario-based questionnaire was used to measure differences in expected price, reservation point, and estimated seller's bottom line price among buyer participants, based on varying levels of seller gender and friendliness. The results indicate that seller friendliness significantly affects the three dependent variables: expected price, reservation point, and estimated seller's bottom-line price. Gender does not have a significant main effect on any of the dependent variables, and there is no interaction effect between the two independent variables. When negotiators hold a favorable stereotypical impression of their negotiation counterparts, they tend to have higher expectations for the negotiation in terms of price, reservation point, and estimated bottom line price compared to when they hold an unfavorable stereotypical impression.

KEYWORDS

Negotiation, negotiation counterpart, gender, friendliness, stereotypical impression

CITE THIS PAPER

Mufan Zheng, The Impact of Gender and Perceived Friendliness Stereotypes on Negotiation. Accounting and Corporate Management (2024) Vol. 6: 56-63. DOI: http://dx.doi.org/10.23977/acccm.2024.060208.

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