Abstract
Zusammenfassung: In vorliegender Studie wurde die Theorie des regulatorischen Fokus (Higgins, 1997; 1998) auf den Bereich von Verhandlungen übertragen. Es wird aufgezeigt, dass Kompatibilität zwischen dem regulatorischen Fokus des Verhandelnden und dem Verhandlungsgegenstand die Präferenzen der Verhandlungspartner/innen und in Folge die Ergebnisse integrativer Verhandlungen beeinflusst. So erzielt in Verhandlungsdyaden, in denen Personen mit unterschiedlichem Fokus aufeinander treffen und sowohl prevention- als auch promotion-bezogene Verhandlungsgegenstände zu verhandeln sind, jeder Verhandlungspartner bzw. jede Verhandlungspartnerin in den jeweils fokus-kompatiblen Verhandlungsgegenständen das höhere Ergebnis. Personen im Prevention-Fokus sind stärker an wenig riskanten und verlustsicheren Verhandlungsgegenständen interessiert, während Personen im Promotion-Fokus verstärkt Interesse an Verhandlungsgegenständen bekunden, die sich durch höhere Gewinnchancen bei gleichzeitig höherem Verlustrisiko auszeichnen. Die Bedeutung des regulatorischen Fokus für Verhandlungssituationen sowie praktische Implikationen für den Verhandlungsalltag werden diskutiert.
Abstract: The present study applies regulatory focus theory (Higgins, 1997, 1998) to the realm of negotiations. It is demonstrated that compatibility between a negotiator's regulatory focus and a negotiation issue influences which issue is given priority by a negotiator. As a consequence, this regulatory compatibility also influences the outcome of an integrative negotiation. In the context of a two-party negotiation in which negotiators with diverging regulatory foci (promotion vs. prevention) negotiate over promotion and prevention issues, each side obtains superior results on those issues that are compatible with their regulatory focus. Negotiators with a prevention focus care more about safe negotiation issues. Negotiators with a promotion focus care more about negotiation issues that offer the chance of a higher return at the price of a higher risk. The importance of regulatory focus for negotiations is discussed on a theoretical as well as a practical level.
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