Dissertation
Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > Organization and management of commercial enterprises > Commercial negotiations and economic contract management

Reference Context Selection in Buy-Sell Situation and Its Influence on Negotiation

Author XieTian
Tutor ZhengQuanQuan
School Zhejiang University
Course Applied Psychology
Keywords Policy decision Negotiation Reference background Negotiators perception
CLC F715.4
Type PhD thesis
Year 2009
Downloads 206
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In today's business world, the sale and purchase transactions almost everywhere. In this study, prospect theory-based, combined with trade goods for the WTA (buyers are willing to pay the highest price) and WTP (the seller is willing to accept the lowest price for the experiment of experimental material) the difference existing research results presented reference to the concept of background, and then test the decision-makers in the context of sale and purchase transaction reference background preferences and choose their perception and the performance of the negotiators in the negotiation of the sale and purchase transactions. The so-called reference background refers to the decision-makers for the perception of the current environment standards and systems. Between the reference point is homogeneous, with reference to the background is different between quality. This study is divided into two parts, the study situation questionnaire method of testing the individual decision-makers in the context of sale and purchase transactions of two reference background, money and goods preferences and choices; research laboratory simulation negotiations inspection a reference to the background select negotiators perception and performance impact. The study design of the three experiments. Experimental results show that the goods and money at the same time, policy makers prefer money rather than goods. Experimental results show that the decision-makers preferences of money by the presentation of the impact of money and goods. When the goods and money alone, policy-makers will turn preference items instead of money. Experiment 3 Experimental results show that the items have this effect factors exist, but, overall, the decision-makers in the trading situation will be stable to choose money as a reference background. This phenomenon is called \II designed five experiments. Experimental results show that the buyers negotiations perceived as a reference to the background so that negotiations for space greater than the perceived room for negotiations seller negotiations in the sale and purchase transaction negotiations, buyers and sellers choose money. Experiment 2 the exclusion of the power difference is this alternative explanation of the results of Experiment 1 was verified and further show that regardless of the negotiations before and after the buyers perceived negotiating space greater than the seller perceived room for negotiations. Experiment 3 while excluding the power differentials and exchange strategy two alternative explanation and further show that the negotiators choose money as a reference background is perceived impact by influencing the negotiators negotiators performance. Experiment 4 increased the control group. Experimental group and the control group of the same structure, but were described as \Experimental results show that negotiators selection money as a reference background is not because money is easy to separate and calculation, but more likely by the impact of people's habits. Experiment 5 is a supplementary experiment, select the serving officers as subjects, the situation questionnaire method excludes Almost degree Experiment 1 - Experiment 4 students test may be missing \Finally, this study summarizes the key assumptions verification, the initial theoretical framework has been amended, and looked to the future research directions.

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