The intangible of the tangible: Behavior and outcomes in negotiations about value-relevant issues

Extending previous research on value conflicts, we examined negotiation behavior and outcomes in conflicts about issues that are linked to differently prioritized values, rather than issues reflecting incompatible values. We further examined whether information about the counterparty’s priorities would exacerbate undesirable behaviors and outcome in value-relevant conflicts. In an online negotiation study (N = 171) and an interactive negotiation study (N = 324) we manipulated whether participants represented the same positions (i.e., more central/remote building sites) based on their companies’ values (sustainability/tradition) or customer preferences (nightlife/seclusion). We also manipulated information about their counterparty’s priorities (yes/no). We found consistent evidence for detrimental effects of value relevance on interest-consistent trade-offs, joint and individual payoff, and subjective evaluations of the negotiation. Information about priorities did not affect any outcomes, neither in the value-relevant, nor the value-irrelevant condition. Results are discussed with regard to practical implications for solving value-relevant conflicts.