Influence tactics as a function of gender,insult, and goal

A laboratory procedure evaluated three theoretical frameworks commonly used to explain gender differences in influence behaviors: the intrapersonal, which predicted main effects for gender; social context, which predicted main effects for situational variables; and sex stratification, an extension of expectation states theory, which predicted gender by situation interactions. Results supported the latter theory, indicating that goals (self-interest or altruism) and target behavior (insulting or not insulting) differentially affected women's and men's behavior. The relative use of reward, coercion, and request influence strategies was examined. Males and females increased their use of each strategy type differentially across trial blocks. Females used request and males used reward increasingly across trial blocks. Only males who were insulted showed an increase in coercion. Contrary to stereotypes, results suggest that males and females may hold similar preferences for strategies they use most to least often, but may switch their choices at different rates.The assistance of the UNCG Research Council and Statistical Consulting Center is acknowledged. Appreciation is expressed to Jacqueline Goodchilds and Barbara Wallston for comments on an earlier draft. This article is dedicated to the memory of Barbara Wallston, who believed in the importance of research on power and gender.