양보의 형태에 따른 협상자의 대응 행동과 심리: 쟁점의 성격을 중심으로

초록

Concessions are an imperative part of the negotiation process. This study employs the approach of the psychology of influence and examines which type of concession behavior induces the target negotiator’s positive subjective experiences. The theory of this study is based on Kahneman and Tversky’s (1979) Prospect Theory. According to Prospect Theory, people are more motivated to prevent losses rather than increase gains. Therefore, concessions on loss-issues will enhance target negotiator’s subjective experiences more than those on gain-issues. This study tests this hypothesis through a negotiation role-play with 100 participants and a computer-mediated negotiation experiment with 120 subjects. The data from the two studies show that, as expected, target negotiators experienced more positive subjective experiences when they get concessions on loss-issues rather than gain-issues.

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