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Chapter 6
Perception, Cognition, and Emotion
Overview
The basic building blocks of all social encounters include perception (how we make sense of our
environment), cognition (how we process information) and emotion (internal affective states).
Each of these factors can play a role in shaping negotiation interactions and outcomes, often in
subtle and difficult to observe ways. A working knowledge of how humans perceive and process
information is important to understanding why people behave the way they do during
negotiations. We will look at how information is perceived, filtered, distorted and framed.
Learning Objectives
The purpose of this chapter is to introduce perception, cognition, and emotion, and explain how
each can influence negotiator behaviour. After reading this chapter you should have a deeper
understanding of the following:
1. Define perception and explain the ways perceptual distortion can influence negotiator
behaviour,
2. Describe the ways in which cognition (information processing) can be affected by
framing processes and systematic errors (or cognitive biases), and
3. Recognize the effects of mood and emotion on how we interact with others in negotiation
situations.
I. Perception
B. Perception distortion
1. A perceiver’s own needs, desires, motivation and personal experiences may create a
predisposition about the other party. This can lead to biases and errors in perception
and subsequent communication.
a. Stereotyping – occurs when one individual assigns attributes to another solely on
the basis of the other’s membership in a particular social or demographic
category.
II. Framing
A frame is the subjective mechanism through which people evaluate and make sense out of
situations, leading them to pursue or avoid subsequent actions. Framing is a key issue in negation
because it is a way of labeling different interpretations of the issues in dispute or the situation.
A. Frames in Negotiation
1. Loss–gain—how the parties define the risk or reward associated with particular
outcomes. Being in a loss frame of mind makes you more risk seeking.
2. Outcome—a party’s predisposition to achieving a specific result or outcome from the
negotiation. Strong outcome frame makes you more likely to engage in distributive
negotiations.
3. Aspiration—a predisposition toward satisfying a broader set of interests or needs in
negotiation. Strong aspiration frame makes you more likely to engage in integrative
negotiations.
4. Process—how the parties will go about resolving their dispute. Strong process frame
makes you more likely to be concerned about how the dispute is managed.
5. Identity—how the parties define “who they are.” Strong identity frames makes you
more likely to be concerned with the social category of the parties (e.g., race, gender,
etc.).
1. Several factors shape a frame: the negotiation context clearly affects the way both
sides define the issue and conversations that the parties have with each other about
the issues in the bargaining mix.
2. Remember that frames are not fixed and can be altered by persuasion. As such, rather
than focus on a parties’ initial dominant frame, focus on the patterns of change
(transformation) that can occur in the issues as parties communicate with each other.
The process of “reframing” is important because it allows the party to propose to
counterpart a new way to approach the problem.
Summary of Framing
Framing is about focusing, shaping, and organizing the world around us—making sense of
complex realities and defining them in ways that are meaningful to us. We discussed the
different type of frames that exist and their importance for understanding strategic choices in
negotiation. We can offer the following prescriptive advice about problem framing for the
negotiator:
• Frames shape what the parties define as the key issues and how they talk about them
• Both parties have frames
• Frames are controllable, at least to some degree
• Conversations change and transform frames in ways negotiators may not be able to
predict but may be able to control.
• Certain frames are more likely than others to lead to certain types of processes and
outcomes
Negotiators tend to make systematic errors (i.e., cognitive biases) when processing information.
These errors tend to impede negotiator performance. Some examples of cognitive biases are:
• Anchoring is to the effect of the initial standard (or offer) against which
subsequent adjustments are made during negotiation.
• Once the anchor is set or defined, parties tend to treat it as a real, valid benchmark
by which to adjust other judgments, such as the size of the other side’s counter to
the opening offer.
• A frame is a perspective or point of view that people use when they gather
information and solve problems.
• The way an issue is framed (e.g., positive/negative or loss/gain) influences how
negotiators perceive risk and behave in relation to it.
5. Availability of information
7. Overconfidence
• The law of small numbers refers to the tendency of people to draw conclusions
from small sample sizes.
• This tendency leads to a self-fulfilling prophecy - people who expect to be treated
in a distributive manner will:
1. Be more likely to perceive the other party’s behaviors as distributive
2. Treat the other party in a more distributive manner.
9. Self-serving biases
• The endowment effect is the tendency to overvalue something you own or believe
you possess.
• The endowment effect can lead to inflated estimations of value that interfere with
reaching a good deal.
13. Egocentric bias – this should be added to the textbook chapter 6 because it is discussed
as a cognitive bias in chapter 7
A. Reframing
a. Definitions
i. Mood – states of feeling that are mild in intensity, last for an extended
period of time and are not directed at anything
ii. Emotions – intense feelings that often last for a short duration and are
clearly directed at someone or something
Lewicki, Essentials of Negotiation, 3rd Canadian Edition
Instructor’s Manual
Copyright © 2017, McGraw-Hill Education Ltd.
Negative Emotions
When displayed to or perceived by the other side, negative emotions may lead
counterpart to act aggressively, retaliate or escape.
a. Anger - Signals irritation, with the hopes the party may settle, though this
depends on the power dynamics. If the expresser of anger is in position of
power, then it may lead to greater gains for him or her. Expressing anger in
other circumstances may not be as effective or may produce negative results.
Positive Emotions
i. Given the power that emotions may have in swaying the other side toward
one’s own point of view, emotions may also be used strategically and
manipulatively as influence tactics within negotiation.
ii. Negotiators may also engage in the regulation or management of the
emotions of the other party.
1. Be on the lookout for your own tendency to be influenced by perceptual distortions and
cognitive biases. However, it is just as important to watch out for these tendencies from
your counterparts. These factors often help to explain why negotiators perceive their
counterparts to be acting irrationally. Perhaps their behaviour appears to be risk-seeking.
Could it be caused by framing effects? Or perhaps they are selling something and can’t
possibly imagine that someone else might value the thing they are selling less then they
value it. Could this be caused by the endowment effect?
2. Watch for the effects of emotions and moods on your own and your counterpart’s
behaviour. For the most part, positive emotions produce positive results, while negative
emotions create tension and frustration. Do what you can to create the right mood
because it can influence your likelihood of success.
Language: English
JULES BASTIEN-LEPAGE AS
ARTIST, BY GEORGE
CLAUSEN,
A.R.W.S.; MODERN REALISM
IN
PAINTING, BY WALTER
SICKERT,
N.E.A.C.; AND, A STUDY OF
MARIE BASHKIRTSEFF, BY
MATHILDE BLIND
ILLUSTRATED WITH
REPRODUCTIONS
OF BASTIEN-LEPAGE’S
AND MARIE BASHKIRTSEFF’S
WORKS
L O N D O N : T. F I S H E R U N W I N ,
PATERNOSTER SQUARE. MDCCCXCII.
CONTENTS.
PAGE
Jules Bastien-Lepage and his Art: A Memoir.
By André Theuriet 11
Jules Bastien-Lepage as Artist. By George
Clausen, A.R.W.S. 107
Modern Realism in Painting. By Walter
Sickert, N.E.A.C. 129
A Study of Marie Bashkirtseff. By Mathilde
Blind 145
LIST OF ILLUSTRATIONS.