Gender Differences in Persuasive Communication and Attribution of Success and Failure

This study examined the impact of gender on persuasive communication, considering the gender of both speaker and listener, and comparing the self-expectations and evaluations of the speakers before and after their communicative exchanges. Findings revealed that females expressed less confidence than males concerning their ability to communicate their arguments persuasively, even though trained communication raters indicated that both genders performed equally well. Subjects varied in their expressed self-confidence, however, depending upon whether they were addressing their arguments to a male or a female. In addition, males rated their communicative “performances” more positively than did females. In attributing their perceived success to various factors, men were more likely to acknowledge their natural communication ability than were women, while women were more inclined than men to point to their effort as the cause of their success. Finally, male and female subjects differed from each other in the way they argued, with males being more inclined to present criterion-based arguments and women more likely to invent their own. Again, both genders tended to use different types of arguments, depending upon the gender of the listener. Several issues raised by the study, especially the gender differences in argument type and the apparent gender-based audience assumptions, warrant further study.