Getting Women to Say... "Yes!"
by Kevin Hogan
What were the results with the women in the study?
First, women were more opposed to the idea in the control group than men were.
They didn't like the idea of exit exams. How upset?
A lot for the control group! (4.0/5.0)
But check this out. Add ANY distraction and women become LESS RESISTANT in dramatic fashion.
50 cent Gift Certificate attached? (2.0/5.0)
$1.00 Gift Certificate attached? (1.5/5.0)
$2.50 Gift Certificate attached? (1.75/5.0)
$5.00 Gift Certificate attached/ (1.0/5.0)
A $5 gift certificate triggered the women to not care about the bad news proposal.
The resistance vanishes with a gift.
Therefore, this is the OPPOSITE of how men react.
The differences between men and women are stark. Women let down all of their defenses when they saw the gift certificates,
particularly as they increased in size.
And remember, in the minds of the groups, the certificates were simply leftovers from a previous study. These aren't
Want a woman to accept your bad news proposal?
Attach that $5 gift certificate!!!!
Women were more resistant than men to the proposal in the control group; and as the gift certificate denominations increased the resistance in the various groups decreased!
Paul McCartney was wrong. At least with women...money CAN buy you love...The bigger the distraction, the less resistance to the message.
KEY POINT: Women were more easily distracted from their position as larger gift certificates were received.
Remember that men and women process these distractions to your bad news proposal in the OPPOSITE way.
Look at another interesting study.....
In this case, 100 college students were presented with one of four "good news" proposals summarized below.
Freeze tuition hikes for five years.
Lower parking permit costs by 30%.
Minors to be offered in any field of study.
Weight room hours to be extended.
Then the groups were given one of three statements as deterrents to liking the proposal they were given.
The deterrent (text) statements were divided into three "strength of deterrent levels."
A deterrent is something that is supposed to stop someone from doing or thinking something.
The deterrent statements read like this:
Weak Deterrent: "a few faculty members are opposed to this idea but the rest are neutral."
Moderate Deterrent: "about half of the faculty members are against this proposal, the rest are neutral."
Strong Deterrent: "the vast majority of faculty are against this proposal but a few are neutral."
How did the people respond when they were told the varying opinions of the faculty?
Results Differ Between Men and Women!!!!
First the Men:
control (no deterrent, just the good news) 5.0/5.0 They really liked the proposals of course!
A weak deterrent? 4.0/5.0 They didn't care that much what a few faculty thought.
moderate deterrent? 5.0/5.0 They didn't care what have the faculty thought at all.
The strong deterrent? 4.0/5.0 They didn't care that much what most of the faculty thought.
Ultimately the men didn't care much what the faculty thought. They liked the proposals and basically were ready to tell the faculty to stick it. (You can imagine this, I bet...)
The moderate argument against their point of view did nothing at all to change their stance. The weak and strong deterrents did change them a little...but not much.
Important Note: The men were COMPLETELY resistant to the moderate message. They gave in a bit on the weak and strong deterrents.
The men were not going to change their opinion because of the opinions of authorities.
Now the Women:
control (no deterrent, just the good news) 4.5/5.0 They really liked the proposal of course!
The weak deterrent? 4.0/5.0 Didn't change their minds much.
The moderate deterrent? 3.5/5.0 Knowing half the faculty disapproved started to sway the women.
The strong deterrent? 1.5/5.0 Knowing that most of the faculty disapproved caused their opinions to almost match the strong resistant faculty opinion.
As in the previous study, the more intense the pressure, the stronger the argument, the more likely they were to yield to pressure..
Women loved the ideas almost as much as the men in the control groups, and then completely shifted to faculty opinion vs. their own best interest and showed faculty resistance when faced with strong oppositional arguments.
In this case, the behavior could be analyzed as the women wanted to be seen as being agreeable perhaps to the faculty opinions as they got stronger.
Do women process more cognitively/logically? Do women cave more/faster than men?
Are men more stubborn? Do they fight just to fight?
Want the Key Take Aways?
Here are they are!: Page | 1 | 2 | 3 |
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