양보의 형태에 따른 협상자의 대응 행동과 심리 : 쟁점의 성격을 중심으로 = The Impact of Concession Types on Target Negotiator’s Behavioral and Psychological Reaction: Focusing on the Characteristics of Issues

국문 초록 (Abstract)

양보는 협상에서 가장 중요하고 필수적인 상호작용인 것이다. 본 연구는 영향력 심리학(psychology of influence)의 관점에서, 어떠한 양보행동패턴을 구사해야 협상상대방으로부터 더 긍정적인 주관적 경험을 이끌어내는지에 대한 실증적 연구이다. 이 연구의 이론적 배경은 Kahneman 과 Tversky (1979)의 전망이론(Prospect Theory)이다. 전망이론에 따르면, 사람들은 일반적으로 이익을 늘리려는 것보다 손실을 막으려는 것에 더 동기부여가 된다. 따라서, 쟁점을 협상자의 입장에서 이득쟁점과 손실쟁점으로 구분했을 때, 협상자는 이득쟁점에 양보를 받을 때 보다, 손실쟁점에 양보를 받을 경우 더 큰 만족감을 느끼게 될 것이다. 본 연구는 이러한 가설을 100명의 연구대상자들이 참가한 협상 롤플레이(role-play)와 120명의 연구대상자들이 참가한 컴퓨터 매개 (computer mediated) 협상 시뮬레이션을 통하여 검증하였다. 실험 결과는 예상대로 참가자들이 이득쟁점에 양보를 받을 때보다 손실쟁점에 양보를 받을 때 협상에 대한 더 긍정적인 주관적 경험을 하였다.

다국어 초록 (Multilingual Abstract)

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.

목차 (Table of Contents)

• Ⅰ. 서론 Ⅱ. 이론적 배경 및 연구가설 Ⅲ. 연구 방법 Ⅳ. 논의 및 결론 참고문헌

참고문헌 (Reference)

1 Scholer, A. A., "When risk seeking becomes a motivational necessity" 99 (99): 215-, 2010

2 Harinck, F., "When gains loom larger than losses : Reversed loss aversion for small amounts of money" 18 (18): 1099-1105, 2007

3 Curhan, J. R., "What do people value when they negotiate? Mapping the domain of subjective value in negotiation" 91 : 493-512, 2006

4 Kwon, S., "Unilateral Concessions From the Other Party, Concession Behavior, Attributions, and Negotiation Judgments* 1" 89 : 263-278, 2004

5 Tinsley, C. H., "Tough guys finish last : The perils of a distributive reputation" 88 (88): 621-642, 2002

6 Tinsley, C. H., "Tough guys finish last : The perils of a distributive reputation" 88 (88): 621-642, 2002

7 Tinsley, C. H., "Tough guys finish last : The perils of a distributive reputation" 88 (88): 621-642, 2002

8 Allen, M., "Theory and research in conflict management" Praeger 86-103, 1990

9 Cialdini, R. B., "The science of persuasion" 284 (284): 76-81, 2001

10 Thompson, L., "The mind and heart of the negotiator" Pearson Prentice Hall 2005

11 Van Kleef, G. A., "The interpersonal effects of emotion in negotiations, A motivated information processing approach" 87 : 510-528, 2004

12 Van Kleef, G. A., "The interpersonal effects of anger and happiness in negotiations" 86 (86): 57-, 2004

13 Neale, M. A., "The framing of negotiations : Contextual versus task frames" 39 (39): 228-241, 1987

14 Meyerowitz, B. E., "The effect of message framing on breast self-examination:Attitudes, intentions, and behavior" 52 : 500-510, 1987

15 Nash, J., "The bargaining problem" 18 : 128-140, 1950

16 Azmi, A. C., "The Effect of Clients’ Auditing Experience and Concession-Timing Strategies on Auditor-Client Negotiations" 25 (25): 1049-1069, 2016

17 Raiffa, H., "The Art and Science of Negotiation" Harvard University Press 1982

18 Cialdini, R. B., "Test of a concession procedure for inducing verbal, behavioral, and further compliance with a request to give blood" 61 : 295-300, 1976

19 Neale, M. A., "Teaching Materials for Negotiations and Decision Making" Northwestern University, Dispute Resolution Research Center 1997

20 Weingart, L. R., "Tactical behavior and negotiation outcomes" 1 : 7-31, 1990

21 Loewenstein, G. F., "Social utility and decision making in interpersonal contexts" 57 (57): 426-, 1989

22 Thompson, L., "Social perception in negotiation" 47 (47): 98-123, 1990

23 Cialdini, R. B., "Social influence : Compliance and conformity" 55 : 591-621, 2004

24 Kramer, R. M., "Self-enhancement biases and negotiator judgment : Effects of self-esteem and mood" 56 (56): 110-133, 1993

25 Parks, C. D., "Reciprocity research and its implications for the negotiation process" 3 : 151-169, 1998

26 Esser, J. K., "Reciprocity and concession making in bargaining" 31 (31): 864-, 1975

27 Cialdini, R. B., "Reciprocal concessions procedure for inducing compliance, The door-inthe-face technique" 31 : 206-215, 1975

28 Malhotra, D., "Psychological influence in negotiation : An introduction long overdue" 34 (34): 509-531, 2008

29 Kahneman, D., "Prospect theory : An analysis of decision under risk" 47 : 263-292, 1979

30 Putnam, L. L., "Productive Conflict:Negotiation as implicit coordination" 5 (5): 284-298, 1994

31 Thibaut, J. W., "Procedural Justice: A Psychological Analysis" Erlbaum 1975

32 Rothman, A. J., "Prior health beliefs moderate the persuasiveness of gain and loss framed messages"

33 Taylor, S. E., "Positive illusion and well-being revisited : Seprating fiction from fact" 116 : 21-27, 1994

34 Oliver, R. L., "Outcome satisfaction in negotiation : A test of expectancy disconfirmation" 60 (60): 252-275, 1994

35 Wheeler, M., "Nonverbal Communication in Negotiation" Harvard BusinessSchool 2004

36 O'shea, P. G., "Negotiation for starting salary : Antecedents and outcomes among recent college graduates" 16 (16): 365-382, 2002

37 Adair, W. L., "Negotiation behavior when cultures collide, The United States and Japan" 86 : 371-385, 2001

38 Thompson, L., "Negotiation behavior and outcomes : Empirical evidence and theoretical issues" 108 (108): 515-, 1990

39 Maaravi, Y., "Negotiation as a form of persuasion : Arguments in first offers" 101 (101): 245-255, 2011

40 Pruitt, D. G., "Negotiation Behavior" Academic Press 1981

41 Thompson, L., "Negotiation As A Social Process: New Trends In Theory And Research" Sage Publications 5-36, 1995

42 Bazerman, M. H., "Negotiation" 51 : 279-314, 2000

43 Bazerman, M. H., "Negotiation" 51 (51): 279-314, 2000

44 Thompson, L., "Negotiation" 61 : 491-515, 2010

45 Thompson, L. L., "Negotiation" 61 : 491-515, 2010

46 Brett, J., "Negotiation" 136 : 68-79, 2016

47 Bazerman, M. H., "Negotiating rationally" Free Press 1992

48 Smith, D. L., "Matching and mismatching : The effect of own limit, other's toughness, and time pressure on concession rate in negotiation" 42 (42): 876-, 1982

49 Tversky, A., "Loss aversion in riskless choice : A referencedependent model" 106 (106): 1039-1061, 1991

50 Genesove, D., "Loss aversion and seller behavior : Evidence from the housing market" 116 (116): 1233-1260, 2001

51 Colquitt, J. A., "Justice at the millennium : a meta-analytic review of 25 years of organizational justice research" 86 (86): 425-, 2001

52 Moran, S., "Initial perception in negotiations : Evaluation and response to 'logrolling' offers" 15 : 101-124, 2002

53 Cialdini, R. B., "Influence: Science and practice" Harper Collins. v 1993

54 Adams, J. S., "Inequity in social exchange" 2 : 267-299, 1966

55 Bazerman, M. H., "Improving negotiation effectiveness under final offer arbitration : The role of selection and training" 67 (67): 543-, 1982

56 Sinaceur, M., "Hot or cold : Is communicating anger or threats more effective in negotiation?" 96 (96): 1018-, 2011

57 Kray, L. J., "Gender stereotypes and negotiation performance : An examination of theory and research" 26 : 103-182, 2004

58 Goffman, E., "Frame analysis: An essay on the organization of experience" Harvard University Press 1974

59 White, J. B., "Face threat sensitivity in negotiation : Roadblock to agreement and joint gain" 94 (94): 102-124, 2004

60 O’Connor, K. M., "Distributive spirals : Negotiation impasses and moderating effects of disputant selfefficacy" 84 (84): 148-176, 2001

61 Gelfand, M. J., "Culture and negotiator cognition, Judgment accuracy and negotiation processes in individualistic and collectivistic cultures" 79 : 248-269, 1999

62 Slovic, P., "Cue-consistency and cue-utilization in judgment" 79 (79): 427-434, 1966

63 Kalichman, S. C., "Context framing to enhance HIV-antibody-testing messages targeted to African American women" 14 (14): 247-254, 1995

64 Neale, M. A., "Cognition and Rationality in Negotiation" Free Press 1991

65 Maddux, W. W., "Chameleons bake bigger pies and take bigger pieces : Strategic behavioral mimicry facilitates negotiation outcomes" 44 (44): 461-468, 2008

66 Kahneman, D., "Anoalies : The endowment effect, loss aversion, and status quo bias" 5 (5): 193-206, 1991

67 Kennedy, J. A., "A pawn in someone else's game? : The cognitive, motivational, and paradigmatic barriers to women's excelling in negotiation" 35 : 3-28, 2015