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Rich and Co.

Oh oh: “Study finds when making joint decisions, men need to prove masculinity, ‘push away’ from compromise”

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“In contrast to men,” says Nikolova, “women act the same together as they would alone because they don’t need to prove anything in front of other women. Womanhood is not precarious and does not need the same level of public defense as manhood. That’s why we observe the compromise effect in the joint decisions of two female partners.”

Interestingly, the research found that compromise is criticized among other men, but embraced by women.

“Only men judge other men very harshly when they suggest the compromise option to a male partner,” says Nikolova. “It doesn’t happen when a man suggests the compromise option to a female partner or when women suggest the compromise option so it’s really specific to men dealing with other men.”

Nikolova says the findings are something corporate American will want to pay attention to and gear campaigns around since the compromise effect is a robust phenomenon often used to manage assortments, position products, and drive sales. The findings of the study suggest that retailers and marketers should be aware of the gender composition of the joint decision-making pairs they might be targeting.

“For instance, marketers should be aware of the fact that when two men make decisions together, they are more likely to choose one of the extreme options. So if a company wants to push sales toward a particular option, and they expect their target customers to primarily be men making decisions together, then it’s better to make the particular option an extreme option rather than a middle alternative.”

For example…if an organization wants more middle ground decisions made, it’s critical to include a woman in the decision-making pair. In contrast, if a manager wants to “nudge” more all-or-nothing decisions, it is better to entrust them to two men. As for consumers, it’s important for male consumers to know what they might buy themselves is different from what they would choose with another man.

“…when men have to choose alone, most select the compromise option,”
“But when they have to make the decision with another man, they tend to choose one of the extreme options which is not something they would prefer if they were alone.

It’s important for male consumers to be aware of this when making decisions with other people since the drive to prove their masculinity might lead them to make decisions that they might not enjoy later.”

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Written by Rich and Co.

July 31, 2016 at 4:44 pm

Posted in Uncategorized

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  1. […] via Oh oh: “Study finds when making joint decisions, men need to prove masculinity, ‘push away’ fr… […]


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