Relational Orientation of Negotiators : A Study of the Effects on Negotiation Outcomes in Dyadic Negotiations

This study investigates how negotiators’ relational orientation, operationalised by their Relational Self-Construal (RSC), and their relationship strength affects negotiation outcomes in dyadic negotiations. To measure this effect, participants were purposely assigned to dyads, according to their levels of relational orientation and they reported on their relationship strength. They performed a simulated price negotiation exercise, with a buyer and seller condition, resulting in individual and joint economic outcomes and subjective value outcomes. Results demonstrate a positive main effect of negotiating dyads’ relational orientation on subjective value outcomes, both for buyer and seller. Dyads with lower relational orientation, obtain lower subjective value negotiation outcomes, than dyads with incongruent levels of relational orientation. No significant effect of dyads’ relational orientation on economic negotiation outcomes could be established. Relational orientation of negotiating dyads and their relationship strength did not interact in a significant way. Thus, the strength of the relationship between negotiators does not impact the effect of relational orientation on negotiation outcomes