Making a Positive Impression in a Negotiation: Gender Differences in Response to Impression Motivation

How do you negotiate when you need to make a positive impression? The answer may depend on your gender. Theorists argue that effective negotiation requires both advocating for self and advocating for others, but how do people manage this tension when gender stereotypes get in the way? Women are assumed to be warm and relational, which might represent a barrier to advocating for themselves, whereas men are assumed to be competitive, which might represent a barrier to advocating for others.