Negotiation Research You Can Use: Women’s Leadership in Negotiation

A closer look at the “backlash effect”

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Article Excerpt

Numerous research studies have found that women who assertively emphasize their skills, accomplishments, or desire to lead tend to be viewed as less likable and less hirable than men who are equally assertive. Women appear to suffer from this phenomenon, known as the backlash effect, when they act contrary to gender-stereotypical expectations that they will

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