How does gender affect persuasion?

How does gender affect persuasion? Predict whether or not gender persuasion
tactics will increase or decrease over the next 50 years, and why.



Gender affects persuasion by allowing others to govern the cognitive process and through stereotypes. Society has placed labels on the willingness and ability of women resulting in a pigeon hold effect. This is true for men as well but from a different perspective. One example of this, during the “Oregon Trail” era women, cooked, cleaned, raised the kids while the men would do the grunt work such as fixing the axles on the wagon, finances, and brings home food. Due to these notions society placed labels on men and women. Currently the role of women has increased in number but they still are not close to men in terms of finances and interpretation. Although the role of women has increased drastically I feel as though the past thought about women from the “Oregon Trail” days carries over into today’s thought process regarding women. The text states “men are considered more leader like, intellectual, analytical, capable of abstract thinking, and able to solve problems, whereas women are considered kinder, warmer, more expressive, more supportive, and gentler (Broverman, Vogel, Broverman, Clarkson, & Rosenkrantz, 1972)

In regards to persuasion tactics, men and women are affected differently. The book describes that men are believed more due to certain characteristics that women have but don’t exert. The amount of competence matters as well and men are supposed to be more competent then women. Influence is another trait that men are supposed to have that is greater than women and as a result men are believed to be better persuaders because they are strong, influential, and have greater competence than women. Society also feels that women are easy to persuade by with persuasive tactics. Once more women care about their representation and they see how easily avoidable persuasive tactics are, they will then realize how much control they have
indirectly.

Over the next 50 years I believe that gender persuasion tactics will increase drastically.Women will try to increase their role in life, which I feel they will achieve increase in role but not respect from overall men. Women are demanding more respect and trying to become visibly equal in society as men. Men will always feel as though they are smarter, stronger, and better than women in the corporate world, and even in persuasion. Once women are perceived as equals in competence and mental strength, this would increase the thought process of others that
perceive women beneath men.
Broverman, I. K., Vogel, S. R., Broverman, D. M., Clarkson, F. E., & Rosenkrantz, P. S. (1972).
Sex role stereotypes: A current appraisal. Journal of Social Issues, 28(2), 59–78.

(Seiter. Perspectives on Persuasion, Social Influence, and Compliance Gaining. Pearson
Learning Solutions).