The INSEAD business school also conducted tests in behavioural laboratories, during which participants were negotiating the purchase of property for a hotel group. The hypothetical owner very strongly rejected the idea of the property being used for commercial purposes. The instincts of participants were strengthened by showing them attractive or unattractive images of men and women.
Evolutionary contest in a modern setting
Participants had to write an initial statement describing their intent. That created an ethical dilemma: to lie or risk losing the deal? It turned out that men lied more, especially when they had seen attractive faces beforehand and were competing with a handsome male. On the other hand, when their counterpart was a woman, this tendency to lie was not present.
The same competitive dynamic also exists amongst women but unethical behaviour is not as strong as in the case of men. Women also preferred more subtle forms of deception.
How companies can protect themselves
Having a woman negotiating may be advantageous especially if the counterpart is a male. Generally speaking, women should be a part of negotiating teams and anything that is likely to exacerbate competitiveness (e.g. a macho corporate culture) should be reconsidered. It might also help if negotiations are scheduled for later in the day when testosterone levels are usually lower.
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