1. ITV Report

Flirting is powerful negotiating tool, academics find

Christina Hendricks plays Joan Holloway in Mad Men Photo: Dominic Lipinski/PA Wire

Flirting can improve a woman's chances of earning higher wages or even getting a better deal on a car, academics have concluded.

The study found that feminine charm does have economic benefit and can improve the chances of success by as much as a third.

However, the flirting must have as selfish intent because women who come across as friendly or caring lost out, according to the study.

Researchers from the University of California, Berkeley, and London School of Economics, set up a series of experiments to measure the effects of female charm in negotiations.

They defined it as a management technique that combines warmth, friendliness and affiliation with flirtation, including playfulness, flattery, and sexiness.

In one scenario, flirtatious women were able to get around twenty percent more off the price of a car.

But in another experiment, women who put too much friendliness and not enough flirting into negotiations paid more for products.