Compromise nearly guaranteed when a woman is involved in decision-making pairs

Compromise always occurs among two decision makers when a woman is involved (female pairs or mixed gender pairs) because compromise is consistent with feminine norms. It hardly ever occurs when the decision makers are both men because extremism is a more masculine trait; men tend to push away from compromise options and choose extreme options in order to prove their masculinity in presence of other men. The findings are pertinent to marketers, managers, and consumers.
Go to Source