Gender differences in decision satisfaction within established dyads: Effects of competitive and cooperative behaviors

The research develops and tests a model of gender differences on the effects of competition and cooperation on decision satisfaction. It was hypothesized and found that males' satisfaction is dependent on their ability to impose their preferences on their female counterpart within a mixed‐gender dyad. In contrast, females' satisfaction is only affected by the degree to which dyad members behave cooperatively. The model is tested within the context of 76 mixed‐gender dyads that are in an established relationship. The dyads are sampled from shoppers at a national retailer, and report on their decision‐making process as they exit the store. A partial‐least‐squares (PLS) methodology is used to test for differences in the effects of cooperative and competitive behaviors on males' and females' satisfaction with a dyadic decision. © 2006 Wiley Periodicals, Inc.