Assertive or not, women negotiators face backlash, study finds

07/26/2013 | WomenOnBusiness.com

Research suggests that women who negotiate are viewed in a negative manner regardless of whether they are assertive or deferential. Whereas the assertive women were perceived to be "overstepping into male roles," women who were not assertive "were attributed negative feminine characteristics" and viewed as weak or gullible, the researchers found. These findings may help shed light on the causes of the gender wage gap, the researchers say.

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