Promoting Negotiator Success: The Role of Regulatory Focus in the Distribution and Efficiency of Negotiated Outcomes

Abstract

In three studies, the authors demonstrate that a promotion regulatory focus leads to greater distributive and integrative negotiated outcomes than a prevention regulatory focus. In Study 1, correlational evidence demonstrates that individuals with a greater promotion focus tend to give more attention to their target prices and ultimately achieve better distributive outcomes. In Study 2, negotiators primed with a promotion focus paid more attention to their target prices, made more aggressive opening offers, and achieved better distributive outcomes than those primed with a prevention focus. In addition, the aggressiveness of opening offers mediated the association between regulatory focus and the distribution of outcomes. Study 3 demonstrated that in a negotiation with integrative issues a promotion focus led negotiators to be more likely to achieve a Pareto efficient outcome.

Keywords: Regulatory Focus, Negotiations

JEL Classification: D74