The effectiveness of gifts as unilateral initiatives in bargaining

被引:4
作者
Large, MD [1 ]
机构
[1] Calif State Univ San Marcos, Social & Behav Res Inst, San Marino, CA 92096 USA
关键词
D O I
10.2307/1389701
中图分类号
C91 [社会学];
学科分类号
030301 ; 1204 ;
摘要
Unilateral initiatives are intended to overcome hostility and impasse in bargaining by eliciting trust and thereby allowing for positive bargaining behavior. Previous research demonstrates the effectiveness of unilateral initiatives in the form of small symbolic concessions on the focal issue tinder negotiation. This study demonstrates the effectiveness of gift giving as unilateral initiatives and assesses the importance of two dimensions of gift giving-the cost of the gift to the giver and the benefit to the receiver. Subjects negotiated with a simulated actor that made unilateral initiatives in the form of gifts. The cost and benefit of the gifts were manipu lated, and results indicate that the cost of the gifts was important in determining bargaining behavior (concession making and fine use) while the benefit of the gifts was less so. The effectiveness of gifts as unilateral initiatives implies the generality of the effect of initiatives across exchange domains.
引用
收藏
页码:525 / 542
页数:18
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