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(Transportation-News.com, July 08, 2013 ) England, UK -- A new study out of the Kellogg School of Management at Northwestern University finds that uninformed women in need of automotive repairs pay more than men; however, they tend to be more successful negotiators when talking down the price of a service. The study was conducted by Kellogg professors in conjunction with a student working with AutoMD.com, which is an auto repair information site.
Researchers asked men and women to call repair shops to get quotes for replacing a radiator on a 2003 Toyota Camry. The callers came off in one of three ways: completely uninformed, misinformed and expecting to pay more, or well-informed with an idea of the expected costs. When expressing knowledge of the market price, both men and women received similar quotes. However, when men acted uninformed, they received lower quotes than women. When individuals expected to pay more, both genders were quoted above average prices.
An associate professor of management and strategy at the Kellogg School, Meghan Busse explained that the study’s findings indicate that auto shops assume that men are more likely to know the market price for a certain repair; therefore, the technician will likely quote the average price. However, it seems as though they do not expect women to be as knowledgeable, so there is the perception that they can charge more.
What came as a surprise was the fact that women were able to get their requested price more often than men. Florian Zettelmeyer, the Nancy L. Ertle Professor of Marketing, explained this finding in terms of cultural expectations. In the same way that repair shops overcharge women, the same individuals also show preference in negotiations toward women.
As a result, researchers suggest doing your research and calling around for multiple quotes before having repairs done. In order to get the best deal, it is essential to appear well-informed and to state the expected price. Furthermore, request a discount if the shop quotes a higher rate.
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Source: EmailWire.Com 
Source: EmailWire.com
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