First, women must come across as being nice, concerned about others, and “appropriately” female. When women take a more instrumental approach (“This is what I want and deserve”), people react far more negatively. There is a saying, “Think globally, act locally.” When negotiating, “Think personally, act communally.” I have advised many women to preface negotiations by explaining that they know that women often get paid less than men so they are going to negotiate rather than accept the original offer. By doing so, women position themselves as connected to a group and not just out for
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