Ancoragem em negociações integrativas

  • Rita Begonha Diamond Moreira Casais (Student)

Student thesis: Master's Thesis

Abstract

Negotiation is a decision-making process in a context of uncertainty. Consequently, if it is known that individuals use heuristics to take a decision, they also do it to negotiate. One of these irrational and automatic heuristics used during negotiations is named anchoring effect. An individual believes in the authenticity and legitimacy of a value, using it to estimate another value. Nevertheless, he does it even if the value is rationally irrelevant for the case. Therefore, during negotiations, the anchor is considered to be the first move. It alters the reservation price of the opponent, modifying its counter-proposal. In the end, the outcome is influenced by the first move. Academically, it has already been demonstrated that anchoring effects exists in distributive negotiations. In matters of integrative agreements, there seems to be an academic gap. As a result, the following thesis aims to show if the anchor affects integrative negotiations. It tested the hypothesis with a behavioral experiment and 25 negotiating simulations were realized. The experiment was done in person and counted with 17 valid dyads. At the end, it was shown that the first move, being the anchor, affected the outcome. In short, anchoring was demonstrated to exist in integrative negotiations.
Date of Award11 Jul 2016
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCarlos Eduardo Evangelista Mauro (Supervisor)

Keywords

  • Anchoring
  • Integrative negotiations
  • Behavioral economics

Designation

  • Mestrado em Gestão

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