Discussion 2
Journal of International Consumer Marketing, 22:75–76, 2010 Copyright c© Taylor & Francis Group, LLC ISSN: 0896-1530 print / 1528-7068 online DOI: 10.1080/08961530902844980
BOOK REVIEW
BEYOND REASON: USING EMOTIONS AS YOU NEGOTIATE. Roger Fisher and Daniel Shapiro. New York: The Penguin Group, 2005, 256 pp. ISBN: 0-670-03450-9. List Price: $26.95. Hardcover.
Beyond Reason is a welcome addition to the growing body of knowledge about negotiation. The authors have gone beyond the traditional handling of strategies, tactics, and techniques by emphasizing the role of emotions in the ne- gotiation process. It is refreshing to note that the human factor is given the attention it de- serves, as negotiation is first and foremost a decision-making process by which two or more people agree on how to allocate scarce resources (Thompson 1998). As negotiation involves both reason and emotion, failing to master each of these factors can result in deadlocks, break- downs in the discussions, or in inferior solutions. In their book, Fisher and Shapiro describe how managing both positive and negative emotions by adopting a systematic approach can lead to better and lasting outcomes.
Positive emotions encourage flexibility, cre- ativity, and cooperation. It also fosters greater understanding, openness, and a willingness to work together in finding mutually satisfying so- lutions. Positive emotions are needed to build goodwill, develop relationships, and strive for superior agreements. Negative emotions, on the other hand, restrict our capacity to think clearly, limit our ability to listen actively, increase frus- tration, and activate aggressive actions. In other words, positive emotions facilitate win–win so- lutions, while failing to control negative ones
can lead to win–lose-type outcomes. Whether it is in personal or professional negotiations, both parties need to understand their emotions and their impact on future dealings, as negative emo- tions often linger long after the negotiation has passed. Moreover, emotions, whether positive or negative, can be contagious and influence the overall negotiation process. This entails how- ever, that negotiators distinguish genuine emo- tions from manipulative emotional ploys used to deceive them. As emotions influence body lan- guage, thinking, and behavior, negotiators have to be able to read body language to notice any discrepancies between what is being said and body expressions.
According to the authors, there are five core concerns that stimulate emotions in any negotia- tion. Each concern is related to and dependent on the others. Core concerns are defined as human wants that are important to nearly everyone in virtually every negotiation. These concerns are: expressing appreciation, building affiliation, re- specting autonomy, acknowledging status, and choosing a fulfilling role. Detailed explanations and examples are given for each of the five con- cerns. For example, if we are appreciated, we are most likely to feel better, to pay more at- tention to what the other side is saying, and to increase our motivation to cooperate. Similarly, acknowledging the status of the other person in- stead of competing for recognition influences positive emotions. Managing emotions calls for greater focus on understanding instead of blam- ing the other party; otherwise the discussions will turn to being either aggressive or defen- sive. Too often, people tend to listen for the
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weaknesses in what the other side is saying, not for the merit, hence favoring negative emotions. Wise negotiators know better, by finding merit and understanding the other person’s viewpoint and communicating it in clear language.
Having explained the five types of concerns, the authors integrate them into the seven ele- ments of the anatomy of a negotiation. This anatomy is an extended version of the princi- ples of interest-based negotiations introduced in Getting to Yes: Negotiating Agreement without Giving In (Fisher, Ury, and Patton 1991). A ta- ble provides selected diagnostic questions and prescriptive advice for each of the following el- ements: relationship, communication, interests, options, legitimacy, best alternative to a nego- tiated agreement (BATNA), and commitments. Finally, the authors argue that with careful prepa- ration, it is possible to enhance the effectiveness of a negotiation by concentrating on the process, the substance, and on emotions. Process refers to the purpose, result, and the sequence of events to produce the expected outcomes. Substance means improving communication, building re- lationships, clarifying interests, generating op- tions, and identifying potential commitments for each party. Emotion preparation involves think- ing carefully how to build positive rapport with the other person. Once negotiators are aware of the impact core concerns have on negotiations, they will be able to stimulate positive emotions and overcome negative ones. The book ends with an excellent summary of sources consulted by the authors, providing the reader with a wealth of information on the research dealing with emotions. By combining these core concerns
with the six categories influencing human be- havior identified by Cialdini (2001) (reciprocity, commitment and consistency, social proof, lik- ing, authority, and scarcity), negotiators will be in a position to appreciate the critical role of persuasion and emotion in the negotiation process.
In conclusion, Beyond Reason opens new fields of research in related disciplines to ad- vance our understanding of human behavior as it applies to the negotiation process. With increas- ing cross-cultural encounters in today’s global- ization of trade, it becomes critical to pay more attention to the people aspects and to manage emotions effectively in order to reach superior outcomes. The book is a must read for anyone interested in improving negotiation competen- cies by channeling emotions in a constructive negotiation framework.
Claude Cellich Professor and Vice President
International University in Geneva ICC Rte de Pré-Bois 20
1215 Geneva 15, Switzerland E-mail: ccellich@iun.ch
REFERENCES
Cialdini, R. 2001. Harnessing the science of persuasion. Harvard Business Review October:72–79.
Fisher, R., W. Ury, and B. Patton. 1991. Getting to yes: Negotiating without giving in. New York: Penguin.
Thompson, L. 1998. The mind and heart of the negotiator. Upper Saddle River, NJ: Prentice Hall.
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