Perception formation in global negotiations: The role of culture and sacred value

Zhaleh Semnani-Azad, Alin I. Coman, Katia Sycara, Michael Lewis

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

We examine how sacred values, or fundamental beliefs that reflect moral norms, and national culture interact to influence perceptions in cross-cultural negotiation. Perceptions formed toward a negotiator can subsequently affect decision-making, cooperative behavior, outcomes and reputations. Caucasian-American and South Asian-Indian observers viewed an intercultural negotiation with a negative, distributive outcome and rated their perception of a culturally in-group (same culture) versus culturally out-group (different culture) negotiator. Prior to viewing the negotiation, we manipulated observer and negotiator congruency of sacred values via deontological versus instrumental reasoning styles. The results illustrate a "black sheep effect," where observers perceived the cultural in-group negotiator negatively, only when they shared similar sacred values but not when those values were different. In contrast, sacred value congruence did not matter when observers rated the cultural out-group negotiator. Instead, observers' perceptions were heavily influenced by the negotiator's values.

Original languageEnglish (US)
Title of host publicationProceedings of the 47th Annual Hawaii International Conference on System Sciences, HICSS 2014
PublisherIEEE Computer Society
Pages260-268
Number of pages9
ISBN (Print)9781479925049
DOIs
StatePublished - Jan 1 2014
Externally publishedYes
Event47th Hawaii International Conference on System Sciences, HICSS 2014 - Waikoloa, HI, United States
Duration: Jan 6 2014Jan 9 2014

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
ISSN (Print)1530-1605

Other

Other47th Hawaii International Conference on System Sciences, HICSS 2014
CountryUnited States
CityWaikoloa, HI
Period1/6/141/9/14

All Science Journal Classification (ASJC) codes

  • Engineering(all)

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