Name of the Game: How Communicative Framing Affects Negotiation Attitudes and Outcomes

Abstract: Framing theory suggests that how information is communicated shapes individuals’ perceptions, judgments, and behaviors. In negotiations, prior research has largely examined short-term, situational framing effects, showing that cooperative versus competitive frames influence immediate outcomes. Beyond single negotiation episodes, negotiations are also framed repeatedly across media, academia, and managerial discourse, often portraying them as competitive, zero-sum encounters. This pervasive, global communication may shape negotiators’ enduring attitudes and expectations before they even enter a negotiation. This study investigates whether sustained exposure to cooperative or competitive negotiation frames influences negotiators’ overall attitudes and performance. Using a controlled four-month experimental intervention in university negotiation courses, we assessed participants’ attitudes and mock negotiation outcomes pre- and post-exposure. We hypothesize that framing effects on value claiming and creation are mediated by attitudes and moderated by personality traits, advancing understanding of negotiation mindset formation.

Keywords: Framing theory, Negotiation framing, Cooperative and competitive framing, Negotiation attitudes, Value claiming and value creation