Social Embeddedness in Electronic Negotiations

This study contributes to electronic negotiation research by analyzing the role of social embeddedness of actors in a controlled laboratory experiment. In particular, we analyze the effect of prior negotiator relationship in different conflict levels in web-based negotiations. We hypothesize that with increasing intensity of conflicts, negotiators who have a personal relationship use more value creating strategies compared to anonymous negotiators. As a consequence, we also hypothesize to find fewer impasses in electronic negotiations involving subjects who are socially embedded. Our results confirm that, in fact, in severe conflicts socially embedded actors reach significantly more agreements than subjects of the control group while such an effect is not found in weak conflict situations. These findings are related to more yielding between embedded actors but not to more value creating behavior. From these results, we can conclude that socially embedded negotiators better manage to reach agreements in difficult situations. Furthermore, an institutionalized pre-negotiation phase which allows negotiators to establish a personal relationship can counteract the threat of impasses.