The impact of media on how positive, negative, and neutral communicated affect influence unilateral concessions during negotiations

In the online environment, audio and instant messaging (IM) media are quite commonly used by people to communicate with each other and make offers as they negotiate. While we know much about how IM and audio differ, we know very little about how offers that are favorable to the recipient (termed unilateral concessions) are affected by what and how people communicate over these media. The purpose of this study is twofold – (1) to examine how such concessions are influenced by communication that is either neutral, or positive, or negative in affect; and (2) to determine how the use of IM, relative to the use of audio, influences the effects of these types of communication on unilateral concessions. We develop a research model based on prosocial theory, which suggests that negotiators using audio are predisposed to interpret their partners’ motivations and behaviors in a positive (prosocial) light while negotiators using IM are predisposed to interpret their partners’ motivations and behaviors in a negative (competitive) light. We manipulate the use of IM and audio in anexperiment designed to test predictions based on this theory. Our work provides theoretical and empirical support for the idea that communications other than concessions (such as positive, neutral, and negative affect) can lead to more or less self-sacrifice depending on the medium employed, and thereby motivate negotiators to make greater or fewer unilateral concessions. Specifically, we found that (1) positive affect comments can increase unilateral concession independent of the medium used by negotiators; (2) neutral affect comments can increase unilateral concession when negotiators use audio, but have little impact when they use IM; and (3) negative affect comments can decrease unilateral concession when negotiators use audio, but can increase unilateral concession when they use IM. These results provide insights to researchers and practical guidance for negotiators.