Trötschel Roman, Loschelder David D, Höhne Benjamin P, Majer Johann M
Department of Social and Organizational Psychology, Leuphana University.
Department of Social Psychology, Saarland University.
J Pers Soc Psychol. 2015 Mar;108(3):417-435. doi: 10.1037/pspi0000009.
Although abundant negotiation research has examined outcome frames, little is known about the procedural framing of negotiation proposals (i.e., offering my vs. requesting your resources). In a series of 8 experiments, we tested the prediction that negotiators would show a stronger concession aversion and attain better individual outcomes when their own resource, rather than the counterpart's, is the accentuated reference resource in a transaction. First, senders of proposals revealed a stronger concession aversion when they offered their own rather than requested the counterpart's resources-both in buyer-seller (Experiment 1a) and in classic transaction negotiations (Experiment 2a). Expectedly, this effect reversed for recipients: When receiving requests rather than offers, recipients experienced a stronger concession aversion in buyer-seller (Experiment 1b) and transaction negotiations (Experiment 2b). Experiments 3-5 investigated procedural frames in the interactive process of negotiations-with elementary schoolchildren (Experiment 3), in a buyer-seller context (Experiments 4a and 4b), and in a computer-mediated transaction negotiation void of buyer and seller roles (Experiment 5). In summary, 8 experiments showed that negotiators are more concession averse and claim more individual value when negotiation proposals are framed to highlight their own rather than the counterpart's resources.
尽管大量的谈判研究都考察了结果框架，但对于谈判提议的程序框架（即提供己方资源与请求对方资源）却知之甚少。在一系列8个实验中，我们检验了这样一个预测：在交易中，当谈判者自己的资源而非对方的资源成为突出的参照资源时，他们会表现出更强烈的让步厌恶，并能取得更好的个人结果。首先，提议的发送者在提供己方资源而非请求对方资源时，表现出更强的让步厌恶——在买卖谈判（实验1a）和经典交易谈判（实验2a）中都是如此。不出所料，这种效应在接收者身上则相反：当收到请求而非提议时，接收者在买卖谈判（实验1b）和交易谈判（实验2b）中经历了更强的让步厌恶。实验3至5在谈判的互动过程中研究了程序框架——与小学生进行谈判（实验3）、在买卖情境中（实验4a和4b）以及在没有买卖双方角色的计算机介导的交易谈判中（实验5）。总之，8个实验表明，当谈判提议被构建为突出己方而非对方的资源时，谈判者更厌恶让步，并能索取更多的个人价值。
