REGULATORY FIT IN NEGOTIATION: EFFECTS OF "PREVENTION-BUYER" AND "PROMOTION-SELLER" FIT
REGULATORY FIT IN NEGOTIATION: EFFECTS OF "PREVENTION-BUYER" AND "PROMOTION-SELLER" FIT
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DOI：
10.1521/soco.2009.27.3.365
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发表时间：
2009-06-01
期刊：
影响因子：
1.9
通讯作者：
Higgins, E. Tory
中科院分区：
文献类型：
--
作者：
Appelt, Kirstin C.;Zou, Xi;Higgins, E. Tory
我们提出，在谈判中扮演买方与卖方角色的心理影响取决于与角色要求的调节匹配（Higgins，2000）。当谈判强调价格时，买方希望只支付必要的费用（最小化金钱损失），这符合预防重点关注，而卖方希望获得尽可能多的钱（最大化金钱收益），这符合促销重点关注。研究1使用了一个假设的价格谈判，并发现，计划的需求是更大的焦点-角色适合的条件（预防-买方;促进-卖方）比在不适合的条件。在研究2中，一个真实的价格谈判，买方采用了非损失/损失框架，而卖方采用了收益/非收益框架。谈判者在焦点-角色匹配条件下主观体验到匹配，有更苛刻的开场白，当与另一个谈判者在焦点-角色匹配条件下配对时，更经常遇到僵局。讨论了焦点-角色匹配的扩展和应用。
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 used a hypothetical price negotiation and found that planned demand was greater in the focus-role fit conditions (prevention-buyer; promotion-seller) than in the nonfit conditions. In Study 2, a real price negotiation, buyers adopted a nonloss/loss frame whereas sellers adopted a gain/nongain frame. Negotiators in the focus-role fit conditions subjectively experienced fit, had more demanding opening offers, and, when paired with another negotiator in focus-role fit, impassed more often. Extensions and applications of focus-role fit are discussed.