The influence of negotiation style during online negotiations: an event-related potential (ERP) study
Suzana de França Dantas Daher1,2, Jadielson Alves de Moura1,2; 1Universidade Federal de Pernambuco, 2Center for Decision Systems and Information Development - CDSID
Previous studies have shown that effectiveness and efficiency of online negotiations depend on the synergy among how individuals communicate, how much information is available and the technology to support problem solving. The establishment of negotiation strategies is strongly influenced by a combination of such synergy. However, online negotiators need to deal with the absence of visual cues about the opponent which influences the ability to understand the feelings and needs of another and calibrate their negotiation strategies. Moreover, it is not clear how negotiator's brain reacts when interacting with different negotiation strategies during online negotiations. This study sought to investigate the relation between brain activities reactions and negotiation styles in a simulated online negotiation. Twelve adults (ages 19-35) interacted with three different intelligent agents (counter-party) programmed to adopted three different negotiation strategies: neutral, assertive and collaborative. Each participant using an EEG received a negotiation task to act as sellers in a fixed time window to finish or decline of the negotiation. Positive deflections occurring approximately 200 ms (P200) were detected and in error-related negativity (ERN) as well. The highest peak in P200 occurs when subjects interact with a collaborative agent in which an unexpected counteroffer value, greater than the expected one, was made. The events observed 50-100ms after the stimulus corroborates to a win/loss perception in expected/unexpected outcomes. These findings suggest that negotiation style adopted by the other party influences in how individuals brain reacts during gambling interactions.
Topic Area: THINKING: Decision making