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Selling to Strangers, Buying from Friends: Effect of Communal and Exchange Norms on Expectations in Negotiation

Author

Listed:
  • Jaime Ramirez‐fernandez

    (Universidad de Sevilla = University of Seville)

  • Jimena Ramirez-Marin

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Lourdes Munduate

    (Universidad de Sevilla = University of Seville)

Abstract

This study examines the effect of relationships on negotiators' expectations. The authors derive theory and hypotheses from relational norms that govern relationships (communal and exchange) which impact negotiators' expectations when interacting with close others. The study focuses on the influence of the negotiator's role (buyer or seller) and relational norms on expected offers. The authors tested the hypotheses across three studies. Results consistently show that close relationships influence expectations such that buyers expect more favorable offers from best friends than from friends and acquaintances (Studies 1–3). And this effect is absent for sellers (Study 1). Moreover, the motivation to meet the needs of the other party (communal strength) is higher for close relationships but it does not moderate the effect of relationships on expectations (Study 2). Finally, negotiators high in communal strength and exchange orientation norms expect more generous offers from best friends (Study 3).

Suggested Citation

  • Jaime Ramirez‐fernandez & Jimena Ramirez-Marin & Lourdes Munduate, 2019. "Selling to Strangers, Buying from Friends: Effect of Communal and Exchange Norms on Expectations in Negotiation," Post-Print hal-02998607, HAL.
    • Handle: RePEc:hal:journl:hal-02998607
    DOI: 10.1111/ncmr.12141
    as

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