Social value orientations and negotiator outcomes

Abstract

Social value orientations (SVOs) are known to influence individual behaviour in outcome interdependent settings. By extending these findings to negotiation, this research investigates the relationship between own and partners' SVOs, negotiator strategies and outcomes. Results showed that cooperators, competitors and individualists could be distinguished in terms of initial demands and concessions. Competitors made higher initial demands and larger concessions than individualists or cooperators, suggesting that their ability to maximize outcome differences rests on whether structural features are congruent with this goal. The principal finding of this research was the demonstration that own and partners' SVO interact to determine outcomes. Results showed that the three SVO groups differed in terms of context sensitivity: competitor outcomes were invariant across partners; individualists achieved poor outcomes in negotiations with cooperators and, reciprocally, cooperators attained high outcomes in negotiations with individualists. Additionally, individualist outcomes worsened in their last negotiation, while those of cooperators differed as a function of role and partner's SVO. These results suggest that although the information used by individualists and cooperators differs, for both groups the cognitive representation of negotiations is a further factor influencing their outcomes.