Regulatory Fit in Negotiation: Effects of “Prevention-Buyer” and “Promotion-Seller” Fit
Abstract
We propose that the psychological effects of performing the buyer versus the seller role in a negotiation depend on regulatory fit (Higgins, 2000) with the demands of the role. When the negotiation emphasizes price, buyers want to pay only what is necessary (minimize monetary loss), which fits prevention focus concerns, whereas sellers want to attain as much money as possible (maximize monetary gain), which fits promotion focus concerns. Study 1...
Paper Details
Title
Regulatory Fit in Negotiation: Effects of “Prevention-Buyer” and “Promotion-Seller” Fit
Published Date
Jun 1, 2009
Journal
Volume
27
Issue
3
Pages
365 - 384
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