Too Hot To Handle: Unintended Consequences of Warm Negotiation Behavior

Authors:

Abstract: Although negotiators’ demeanors likely influence negotiation processes and outcomes, little research has examined how. The current research examines how varying levels of seller warmth influence buyer trust, information-sharing, and buying intentions. We contrast predictions from Social Exchange Theory, suggesting that positive actions should elicit reciprocal positive responses, with research indicating that warmth may signal incompetence, insincerity, and low dominance. In two studies with samples from the U.S. and the U.K., participants responded to a car seller exhibiting cold, slightly warm, or very warm behavior. Results reveal a curvilinear relationship, such that a slightly warm demeanor generates the most favorable reactions. As predicted, the adverse effect of excessive warmth is more pronounced among U.K. participants, reflecting differences in relatively high-context (U.K.) versus low-context (U.S.) communication styles. These findings offer insights into the complexities of warmth in negotiation across different cultural contexts.

Track: NEG

Keywords: Negotiation; warmth; experiment