GENDER DIFFERENCES IN BUYER-SELLER NEGOTIATIONS: EMOTION REGULATION STRATEGIES

Abstract

In this paper we examined gender differences in face-to-face buyer-seller negotiations. We investigated the relationship between gender and negotiation outcomes and the mediating effects of cognitive reappraisal and cognitive reappraisal suppression on this relationship. The data were obtained from 176 middle and lower managers in Turkey. The negotiation simulation developed by Kelley (1966) involved bargaining for the prices of 3 products. There were 2 phases in the research. In Phase 1 1 woman and 1 man were paired randomly and assigned to play the role of either buyer or seller in a negotiation simulation. In Phase 2 participants filled out questionnaires regarding their cognitive reappraisal and cognitive reappraisal suppression. The results indicated that gender had no effect on profit achievement when mediator variables were controlled.