The linked piece doesn’t say much about the research (methodology, sample etc.) but it seems to be legit. We thought we reached a place where hard work and intellect were equated to success for women but we haven’t. It’s still all about the sex.

We’ve come a long way, baby.

Or have we?

Despite a hefty dollop of enlightenment, women still face constraints in the workplace that men do not. Research, for instance, shows that when women negotiate hard (as they’re often urged to do), they actually are penalized for being unlikable. Though toughness often works for men, it can backfire for women.

You can rail against the unfairness of this double standard, but a recent study out of the University of California at Berkeley has another, more retrograde suggestion: Try flirting instead.

The series of studies led by Haas School of Business professor Laura Kay asked pairs of negotiators to rank the effectiveness of their partners, then quizzed female participants about the extent to which they employed social charm. For women–but not for men–being personally warm and charming was associated with greater effectiveness.

Even more worrying was a second experiment involving a fictional car buyer named Sue.

When male car sellers were confronted with “serious Sue,” who asked for the seller’s best price in a friendly but no-nonsense manner, they were less likely to negotiate and lower the price than when they were treated to the charms of “playful Sue,” who, according to a Haas Research News release, “greets the seller by smiling warmly, looking the seller up and down, touching the seller’s arm, and saying, "You’re even more charming than over email.” That was followed by a playful wink and the female buyer asking, ‘What’s your best price?’“ (Thankfully, no actual woman was made to do this for the study–the men were simply asked to imagine the two Sues.)