Business and Professional Communication Quarterly Apr 2025

Gendered Persuasive Language in Business Negotiations: A Case Study of Shark Tank US

Nguyen Thi Hoang Bau ; Thai Le Thuy Trang

Abstract

This study examines the use of persuasive language by male and female entrepreneurs in high-stakes negotiation settings, focusing on gendered communication strategies. With a particular emphasis on Aristotle’s modes of persuasion (Ethos, Pathos, and Logos), the research analyzes 44 negotiation conversations from Shark Tank US , Season 11, using a quantitative approach. Data were processed with SPSS to assess gender differences in persuasive strategies. The findings reveal significant gendered patterns: male entrepreneurs predominantly used Logos as a way to emphasize on logical reasoning and evidence to persuade investors, while female entrepreneurs more often employed Pathos, sparking emotional appeals to build empathy and engagement. These differences are discussed in light of social constructivist theories of language, which suggest that gendered communication reflects broader societal power dynamics. The study highlights the challenges women face in balancing authority with warmth in negotiations, a double bind identified in earlier research. This research contributes to our understanding of how gender influences persuasive strategies in entrepreneurial contexts and offers implications for promoting more equitable communication in business settings. It also suggests that future research should further explore how these findings can be applied to support female entrepreneurs in overcoming communication barriers and achieving greater success in negotiation and leadership roles.

Journal
Business and Professional Communication Quarterly
Published
2025-04-21
DOI
10.1177/23294906251327947
CompPile
Search in CompPile ↗
Open Access
Closed
Topics
classical rhetoric composition theory argument qualitative research gender and writing
Export
BibTeX RIS

Citation Context

Cited by in this index (0)

No articles in this index cite this work.

References (33)

  1. Andersen A. (1971)
    Persuasion and communication
  2. Bhatia V. K. Bremner S. (2012). English for business communication. Language Teaching 45(4) 410–445. https://…
     ↗
  3. Berger J. (2016)
    Contagious: How to build word of mouth in the digital age
  4. Burke K. (1969). A rhetoric of motives. University of California Press.
     ↗
  5. Cohen B. (2019)
    Entrepreneurial pitching and persuasion: A behavioral perspective
    Journal of Business Venturing
Show all 33 →
  1. Cialdini R. B. (1984)
    Cialdini R. B. (1984). Influence: The psychology of persuasion. HarperCollins.
    Influence: The psychology of persuasion
  2. Carli L. L. (1990)
    Gender and the influence of role expectations on the negotiation strategies of women
    Psychology of Women Quarterly
  3. Connor U. Gladkov K. (2004). Rhetorical appeals in fundraising direct email. In Connor U. Upton T.A. (Eds.) D…
     ↗
  4. Eagly A. H. Karau S. J. (2002). Role congruity theory of prejudice toward female leaders. Psychological Revie…
     ↗
  5. Goleman D. (1995)
    Emotional intelligence: Why it can matter more than IQ
  6. Gratrell C. (2009). Making a Difference: Gender and the Workplace. Wiley- Blackwell.
  7. Graddol D. (2006). The future of English. https://www.teachingenglish.org.uk/sites/teacheng/files/pub_learnin…
  8. Higgins C. Walker R. (2012). Ethos logos pathos: Strategies of persuasion in social/environmental reports. Ac…
     ↗
  9. Heilman M. E. Caleo S. (2018). Gender stereotypes and workplace bias. In Gender and Work: Challenging the Bou…
  10. Hoang T. B. Bui Thi N. A. (2024). Businesswomen’s persuasive language in Vietnamese and American English nego…
     ↗
  11. Holmes J. (1995)
    Women, men and politeness
  12. Jones A. (2020)
    The language of startups: Persuasive communication in entrepreneurial pitches
    Academy of Management Review
  13. Kawasaki G. (2015). The Art of the Start 2.0: The time-tested battle-hardened guide for anyone starting anyth…
  14. Kennedy G. A. (1991)
    Aristotle on rhetoric: A theory of civic engagement
  15. Kolb D. M. (2003)
    Everyday negotiation: Navigating the hidden agendas in bargaining
  16. Lakoff R. (1975)
    Language and woman’s place
  17. Lio M. Liu J. (2017). The role of storytelling in persuasion: An empirical analysis. Journal of Marketing Res…
     ↗
  18. Maltz D. N. (1982)
    Language and social identity
  19. Martinez P. (2019)
    Investor bias in startup funding: A gender-based perspective
    Venture Capital Journal
  20. Maxwell J. (2019)
    Shark Tank and the American dream: The power of entrepreneurial storytelling
    Business Horizons
  21. McMillan C. A. (2014)
    The evolution of business: A historical perspective
  22. Merchant K. (2012)
    How men and women differ: Gender differences in communication styles, influence tactics, …
  23. Murnieks C. (2021)
    The role of passion in entrepreneurial funding decisions: Evidence from Shark Tank
    Entrepreneurship Theory and Practice
  24. Parsons T. (1955)
    Family, socialization, and interaction process
  25. 10.3386/w23075
     ↗
  26. Tannen D. (1990)
    You just don’t understand: Women and men in conversation
  27. Thompson L. (2012)
    The mind and heart of the negotiator
  28. Weber M. (1922)
    Economy and society
CrossRef global citation count: 1 View in citation network → Build reading path →

Related Articles

  1. Philosophy & Rhetoric Sep 2024
    Where’s the Rhetoric? Imagining a Unified Field ↗
    Joshua Hanan
    modern rhetorical theory rhetorical criticism composition theory genre theory discourse analysis cultural rhetorics argument qualitative research quantitative research digital rhetoric social media grammar and mechanics gender and writing disability studies public rhetoric affect and writing body and rhetoric editorial matter
  2. Rhetoric & Public Affairs Sep 2022
    Arguing with Numbers: The Intersection of Rhetoric and Mathematics ↗
    Christopher Tindale
    classical rhetoric modern rhetorical theory rhetorical criticism discourse analysis writing pedagogy argument qualitative research gender and writing book reviews editorial matter
  3. Philosophy & Rhetoric Nov 2020
    Rhetoric and Demagoguery ↗
    Fielding Montgomery
    classical rhetoric modern rhetorical theory rhetorical criticism discourse analysis argument assessment qualitative research gender and writing public rhetoric
  4. Philosophy & Rhetoric May 2015
    Rhetorical Citizenship and Public Deliberation ↗
    Matthew Houdek
    classical rhetoric modern rhetorical theory rhetorical criticism discourse analysis cultural rhetorics service learning argument portfolios qualitative research digital rhetoric race and writing gender and writing public rhetoric
  5. Philosophy & Rhetoric Jun 2012
    Introduction ↗
    Stephen Howard Browne
    classical rhetoric modern rhetorical theory rhetorical criticism genre theory discourse analysis writing pedagogy revision argument archival research qualitative research race and writing gender and writing public rhetoric editorial matter