Men and women achieve similar financial results in negotiations, but women are more likely to build stronger interpersonal relationships during the process, according to new research. Those stronger connections leave negotiating partners feeling more satisfied with the outcome and more willing to negotiate with the same woman again in the future. The findings challenge the long-held belief that women are at a disadvantage in negotiations and suggest that relationship-building may be an important but often overlooked strength.

The study, published in the Proceedings of the National Academy of Sciences, was co-authored by Charlotte “Charlie” Townsend, a post-doctoral associate at Cornell University, along with Laura J. Kray and Solene Delecourt of the University of California, Berkeley. “So much of negotiation research has really focused on men’s advantages,” Townsend said. “But if women are creating better relationship outcomes in negotiations, it makes a lot of sense that their partners would like to negotiate with them more than with men.” The researchers also found that women’s greater likability does not come at the expense of performance. Instead, comparable economic outcomes combined with stronger relationships could create more opportunities for future negotiations, leading to long-term financial benefits.

To explore gender differences in negotiation, the researchers conducted three separate studies. The first analysed an archival dataset containing more than 2,000 observations from a full-time MBA negotiation course. Students participated in face-to-face negotiation exercises and then evaluated their partners. Women consistently received higher ratings for building trust, acting fairly, meeting their partners’ needs, creating value for both sides, communicating effectively and listening carefully. These qualities contributed to higher overall satisfaction, even though the financial outcomes were essentially the same as those achieved by men.

The second study examined anonymous online negotiations in which participants were randomly paired and communicated only through chat. Because negotiators’ genders were never revealed, the researchers could determine whether differences stemmed from behaviour rather than stereotypes. Even under these conditions, participants negotiating with women reported greater satisfaction and viewed their partners more favourably, despite receiving similar economic results. The findings suggest that women naturally employ negotiation behaviours that strengthen relationships, regardless of whether their gender is known.

In the third study, researchers used an artificial intelligence model to analyse negotiation transcripts and identify behavioural differences. They found that women were slightly more likely to accept offers, a behaviour that generated more positive feelings among their negotiating partners. Importantly, women did not accept offers prematurely or settle for worse deals than men. Their willingness to close agreements appeared to enhance the overall experience without reducing their own financial outcomes.

According to Townsend, negotiations should not be judged solely by the size of the deal. The quality of the relationship established during the process also has meaningful consequences, particularly when future interactions are likely. People who leave negotiations feeling respected, heard and satisfied are more inclined to work together again. The study suggests that women’s ability to foster trust and positive relationships represents a valuable strength rather than a trade-off, offering lessons that negotiators of all genders can apply to achieve both successful outcomes and lasting professional relationships.

More information: Charlotte H. Townsend et al, People prefer to negotiate with women, even when outcomes are identical and gender is unknown, Proceedings of the National Academy of Sciences. DOI: 10.1073/pnas.2523202123

Journal information: Proceedings of the National Academy of Sciences Provided by Cornell University