Gender/Professional Identity Integration Promotes Women’s Negotiation Performance via Reduced Social Backlash Concerns
We propose that women in male-dominated fields who perceive their gender and professional roles as highly compatible (high GPII women) are more effective at competitive bargaining than women who view their roles as less compatible. We find that women with more integrated identities showed better economic performance without incurring social backlash in face-to-face buyer-seller (Study 1) and salary negotiations (Study 2), and had a greater propensity to bargain due to reduced social backlash concerns (Study 3). Using a recall task to prime state-based GPII, high state GPII was found to be a unique positive predictor of women’s bargaining performance (Studies 4-6), an effect explained by reduced anticipated backlash concerns among high, but not low, state GPII women. Content coding of women’s open-ended responses from Studies 4-5, presented in Study 7, revealed that identity integration primes promote recall of experiences where feminine skills were a valuable resource in business tasks.