Predicting the Outcome of Marketing Negotiations: Role-Playing Versus Unaided Opinions

International Journal of Research in Marketing, Vol. 6, pp. 227-239, 1989

14 Pages Posted: 11 Feb 2005 Last revised: 31 Dec 2011

See all articles by J. Scott Armstrong

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Philip D. Hutcherson

affiliation not provided to SSRN

Abstract

Role-playing and unaided opinions were used to forecast the outcome of three negotiations. Consistent with prior research, role-playing yielded more accurate predictions. In two studies on marketing negotiations, the predictions based on role-playing were correct for 53% of the predictions while unaided opinions were correct for only 7% (p < 0.001).

Keywords: Marketing, role-playing, forecasting, marketing negotiation, unaided opinions

Suggested Citation

Armstrong, J. Scott and Hutcherson, Philip D., Predicting the Outcome of Marketing Negotiations: Role-Playing Versus Unaided Opinions. International Journal of Research in Marketing, Vol. 6, pp. 227-239, 1989. Available at SSRN: https://ssrn.com/abstract=665421

J. Scott Armstrong (Contact Author)

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-5087 (Phone)
215-898-2534 (Fax)

HOME PAGE: http://marketing.wharton.upenn.edu/people/faculty/armstrong.cfm

Philip D. Hutcherson

affiliation not provided to SSRN

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