Past Subjective Value In Shaping Future Behaviors In Multi-round Negotiations:the Role Of Framing Effect

In the commercial transactions,multi-round negotiations are widespread and there are subjective outcomes in each round of negotiations.The subjective outcomes in the previous round can greatly affect the negotiators' behaviors in the next round of negotiations,and the negotiation role has an impact on the relationship between them because different negotiation roles have different risk attitudes,cognitive abilities and ways of thinking.But there is few research concerned with these aspects.In this study,the two-round simulation negotiations between the groups were used to test them and then the data was analyzed at both the individual and group levels.The results show that,at the individual level,the buyers' instrumental SV,self SV,process SV and relationship SV are all significantly correlated with their negotiation behaviors while the sellers' self SV,and process SV are significantly correlated with their negotiation behaviors.Besides,the buyers are more susceptible to all four dimensions of SV than the sellers when adopting negotiation behaviors in the next round of negotiations.At the group level,the buyer groups' relationship SV is positively related with obliging behavior and the seller groups' instrumental SV and process SV are related with their negotiation behaviors.Moreover,the buyer groups are more susceptible to the relationship SV while the seller group are more susceptible to the instrumental SV.Then the implications of our findings for theory and practice and present avenues for future research are discussed.