Analysis reveals that buyer roles succeed more in negotiations, indicating a need for revised bargaining strategies.
This study contrasts the success of negotiators in the roles of sellers and buyers while making the first offer or counter offers during high-stake, face-to-face, zero-sum game bargaining sessions. A total of 2,351 separate negotiations were examined. Results for the overall negotiations indicate the person acting as the buyer was significantly more successful than the seller. Further results indicated the lack of a first offer or counter offer advantage regardless of the buyer or seller role. “What’s in a name? That which we call a rose By any other name would smell as sweet.” William Shakespeare (circa 1600)
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Cotter et al. (2009) studied this question.
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