谈判者的参照点和换位思考对谈判过程和谈判结果的影响  

The Effect of Negotiators' Reference Points and their Transposition in Thinking on the Process and Outcome of Negotiations

作　　者：张志学[1] 王敏[1] 韩玉兰[1] 

机构地区：[1]北京大学光华管理学院

出　　处：《管理世界》2006年第1期83-95,共13页Journal of Management World

基　　金：北京大学光华管理学院发展基金;北京大学"211工程"建设项目基金的资助

摘　　要：本研究利用分配式谈判的情境,检查了BATN(A当前协议的最佳替代方案)、谈判前设定的目标、第一次出价等多个参照点或因素对谈判结果的影响。对于由132名在职MBA学生组成的66对达成谈判协议的谈判组的数据进行了分析。结果表明:BATNA除了原有的激励作用外,也降低了谈判者对于谈判所要达成的结果的期望;谈判前所设定的目标越高、第一次出价越高,谈判者获得的收益越多,并且第一次出价在目标和收益间起到了中介作用。本研究还检查了换位思考对谈判的影响,发现个体把谈判对手的目标和BATNA想象得越高,个体收益就越差,其中第一次出价起到了中介作用;对于权力较大的一方来说,换位思考能够降低对方第一次出价的锚定效应。本研究还探讨了角色差异对谈判结果的影响。With a distributive negotiation simulation, in this study we have examined the effects of BVATNA, the goals set by negotiators before negotiation, and the first offer made by negotiators and other reference points or factors on negotiation outcome, and have analyzed the data collected from 66 negotiating dyads (consisting of 132 part-time MBA students), who have reached an agreement respectively in the negotiation. Our findings indicate that, although the BATNA keeps the function of stimulation ( it does motivate negotiators to win better results) , it lowers negotiators' expectations of negotiation results; that, the higher the pro-negotiation goals and the higher the first offer, the more yield the negotiators will gain; and that the initial offer plays a role of medium. In addition, we have examined the effect of transposition in thinking upon negotiation, finding that, the higher a negotiator considers the BVATNA and the goals of his negotiation counterpart to be, the less benefit he will get, the first offer playing a function of 'mediation', and that, for the party with stronger bargaining power, changing position in thinking to get things in perspective will reduce the anchoring effect of the first offer made by his counterpart. Also discussed in this article is the impact of different roles upon negotiation outcome.

关 键 词：BATNA 目标 第一次出价 换位思考 锚定效应 

分 类 号：F224[经济管理—国民经济]