Whether it is a married couple choosing a new car, two friends buying a holiday or business colleagues investing in stocks and shares, if one of the two is a woman then the pair will take fewer risks. 

 

不管是夫妻挑选新车，两个朋友一起购买旅游度假产品，还是两个同事一起投资股票证券，如果这两人中有一个是女性的话，那他们承担的风险就会小些。

 

This means if you want a good deal, you should make sure there's a woman in the negotiations¹. 

 

A compromise is more likely when a woman is involved in the decision making, according to new research. 

 

Men making decisions together are dismissive of compromise and more likely to 'assert their masculinity' by going for an extreme deal, says a study in the Journal of Consumer Research. 

 

Researchers from the Carroll School of Management at Boston College tested a range of buying and selling goods with a different range of prizes, on 900 pairs of volunteers.

 

'When men are in the presence of other men, they feel the need to prove their masculinity', Professor Hristina Nikolova, lead author of the study said. 

 

'Both tend to push away from the compromise option because the compromise option is consistent with feminine norms. 

 

'On the other hand, extremism is a more masculine trait so that's why both male partners tend to prefer an extreme option when making decisions together.'

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