The influence of regulatory focus on integrative negotiations

The present study applies regulatory focus theory (Higgins, 1997, 1998) to the realm of negotiations. It is demonstrated that compatibility between a negotiator's regulatory focus and a negotiation issue influences which issue is given priority by a negotiator. As a consequence, this regulatory compatibility also influences the outcome of an integrative negotiation. In the context of a two-party negotiation in which negotiators with diverging regulatory foci (promotion vs. prevention) negotiate over promotion and prevention issues, each side obtains superior results on those issues that are compatible with their regulatory focus. Negotiators with a prevention focus care more about safe negotiation issues. Negotiators with a promotion focus care more about negotiation issues that offer the chance of a higher return at the price of a higher risk. The importance of regulatory focus for negotiations is discussed on a theoretical as well as a practical level.