Share and Share Alike or Winner Take All?: The Influence of Social Value Orientation upon Choice and Recall of Negotiation Heuristics

Abstract

Two experiments test the hypothesis that social value orientation influences choice and recall of heuristics in individuals preparing for negotiation. Consistent with predictions, Study 1 shows that in the preparation phase, negotiators with a prosocial value orientation choose more cooperative heuristics (e.g., “equal split is fair”) than competitive heuristics (e.g., “your gain is my loss”) while negotiators with a competitive social value orientation do the reverse. Negotiators with an individualistic social value orientation do not discriminate in their choice between cooperative and competitive heuristics. Study 2 shows that following preparation, prosocial negotiators recall more cooperative than competitive heuristics while individualists and competitors do the reverse. Additional measures suggest that prosocial negotiators prefer cooperative heuristics because these are seen as morally appropriate, whereas individualists and competitors prefer competitive heuristics because these are seen as effective.