“将心比心”能促进双赢吗?——换位思考在买卖谈判中的作用  

Could "A penny for Your Thoughts" Facilitate the Win.win Settlement?——The Role of Perspective Taking in a Buyer-seller Negotiation

作　　者：王敏[1] 张志学[1] 韩玉兰[1] 

机构地区：[1]北京大学光华管理学院,北京100871

出　　处：《经济管理》2008年第1期43-48,共6页Business and Management Journal ( BMJ )

基　　金：中国博士后科学基金(20060400351)

摘　　要：本文通过模拟谈判的方式发现,在买卖谈判中,谈判者的换位思考能够促进双赢,并提高关系的质量。并且,在谈判中不同的角色也会影响到换位思考,卖方比买方有着更多的换位思考行为。最后,买方的换位思考比卖方更能影响谈判结果的整合程度。综合起来,该结果表明,在谈判中谈判者应尽量进行换位思考以提高整合性,买方尤其应注意这一点。The bargaining between buyers and sellers is one of the most common negotiations in daily life. Using a simulated buyer-seller negotiation, this paper found that the perspective taking at dyad level could facilitate the win-win and improve the relationship between players. Furthermore, we found support for the role as antecedent of perspective taking, which predicts that the sellers will show more perspective taking than the buyers. Finally, we found that the perspective taking from the buyer could exert a higher influence on the joint outcome than the seller. Taken together, these results indicate that negotiators, especially the buyers, should take the opponents＇ perspectives to facilitate the win-win outcome as well as the relationship.

关 键 词：换位思考 综合收益 双赢 谈判角色 买卖谈判 

分 类 号：F713.5[经济管理—市场营销]