Sunglasses, Hierarchy, and Negotiations: Gender Differences in Eye Gaze During Interpersonal Communication

Todd Pezzuti, University of California at Irvine, USA
Connie Pechmann, University of California at Irvine, USA
Adilson Borges, Reims Management School, France
Dante Pirouz, University of Western Ontario, Canada
Previous research indicates that direct eye contact benefits females in negotiations, but interferes with negotiations involving males. The present study demonstrates a different pattern of results when the eyes of a negotiating partner are blocked from sight with sunglasses. The results are discussed in the context of social hierarchy research.
[ to cite ]:
Todd Pezzuti, Connie Pechmann, Adilson Borges, and Dante Pirouz (2011) ,"Sunglasses, Hierarchy, and Negotiations: Gender Differences in Eye Gaze During Interpersonal Communication", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.