Information Technology for Negotiating Groups: Generating Options for Mutual Gain

The study of negotiating groups, whether distributive between competing parties (i.e., “win-lose”) or integrative between essentially friendly parties from the same organization (i.e., “win-win”), remains important. While much previous research in this area has focused on key analytical issues such as evaluating proposed options, much less research has addressed the equally important initial stage of negotiation: generating options for mutual gain. In general, groups do this poorly, as there are many obstacles that inhibit successful option generation. Recent advances in computer technology provide additional approaches that can be used to support option generation as one component in an overall Negotiation Support System. This paper presents an integrated series of laboratory and field studies that investigated various aspects of computer-supported option generation for groups that meet at the same place and time. The use of anonymity to separate personalities from the issues and promote more objective evaluation was found to improve option generation in some circumstances, particularly those with increased criticalness and/or power differences among the participants. Larger groups were found to be more effective than smaller groups, several smaller groups combined, and nominal groups. We present several implications for theory development and system design and use, as well as a tentative model for computer-supported group option generation.