Women are oftentimes penalized when assertively negotiating on behalf of themselves. On the other hand, assertively negotiating women who stand up for someone else’s benefit are praised for their behavior. This difference in appreciation has long been ascribed to the Social Role Theory and their respectively breaking and complying with gender ascribed rules. A third advocacy type, in which the negotiator speaks on behalf of others, including him/her-self (i.e., us-advocacy), has yet been untested. The aim of this study is to determine whether the received backlash for negotiating assertively depends on the gender of the negotiator and the advocacy-context he or she finds himselfthemselves in. Additionally, to see if these results can indeed be explained by the Social Role Theory, the mediating role of stereotypical masculine and feminine gender characteristics have been put to the test. The research was conducted through a 3x2 between-subjects online experiment. Overall, the results show no significant gender difference. More specifically, concerning the self- and us-advocacy context, there is no difference in received backlash between the genders, and gender characteristics do not play a role in this comparison. Furthermore, results show that us-advocacy can best be compared to self-advocacy.