Abstract
This paper examined the effects of gender difference and the representation role on negotiation under Face-to-Face (FTF) and Computer-mediated Communication (CMC) conditions. Laboratory experiments with a 2(sex of seller) × 2(self- vs. other- representation for seller) × 2(FTF vs. CMC) factorial design were conducted. Target wages and agreement wages were dependent variables. The findings were as follows: (1) There was a significant effect of the representation role on the target wages of female sellers, while there was a significant effect of the media on the target wages of male sellers. (2) There was no significant difference in the agreement wages of female sellers across media conditions when they were representing others as compared to themselves, while there was a significant two-way interaction between representation role and media on the agreement wages of male sellers.
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