Questions and Power Point

NEGOTIATION SEVENTH EDITION

• ROY J. LEWICKI  • DAVID M. SAUNDERS  • BRUCE BARRY

© 2015 by McGraw‐Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.  This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution

without the prior written consent of McGraw-Hill Education.

Chapter 9

INFLUENCE

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9-3

INFLUENCE IN NEGOTIATION

The actual strategies and messages that  individuals deploy to bring about desired  attitudinal or behavioral change

• People differ widely in their ability to use  influence effectively

• Persuasion is as much a science as a native  ability

• Everyone can improve persuasive skills

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9-4

TWO ROUTES TO INFLUENCE

• Central route  Occurs consciously and involves integrating the  message into the individual’s previously existing  cognitive structures (thoughts, frameworks, etc.).

• Peripheral route  Characterized by subtle cues and context, with less  cognitive processing of the message and is thought to  occur automatically.

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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

9-6

THE CENTRAL ROUTE TO INFLUENCE:   THE MESSAGE AND ITS DELIVERY

There are three major issues to consider when  constructing a message:

• The content of the message   Facts and topics that should be covered

• The structure of the message  Arrangement and organization of the topics and facts

• The delivery style   How the message should be presented

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9-7

THE CENTRAL ROUTE TO INFLUENCE:   THE MESSAGE AND ITS DELIVERY

• Message Content  Make the offer attractive to the other party  Frame the message so the other party will say “yes”  Make the message normative – by following a course  of action he will be acting in accordance with both his  values and some higher code of conduct (e.g. “buy  American”, “save a tree”)  Suggest an “agreement in principle”

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9-8

THE CENTRAL ROUTE TO INFLUENCE:   THE MESSAGE AND ITS DELIVERY

• Message Structure  One‐sided messages:  ignore arguments and  opinions that might support the other party’s  position  Two‐sided messages:  mention and describe the  opposing point of view and show how and why it is  less desirable  Message components  Negotiators can help the other party understand and  accept their arguments by breaking them into smaller,  more understandable pieces

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9-9

THE CENTRAL ROUTE TO INFLUENCE:   THE MESSAGE AND ITS DELIVERY

• Message Structure (cont.)  Repetition Enhances the likelihood that the message will be understood

 Conclusions With people who are very intelligent, or have not yet made up  their minds, leave the conclusion open For people whose ideas are already well‐formulated and  strong, state the conclusion

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9-10

THE CENTRAL ROUTE TO INFLUENCE:   THE MESSAGE AND ITS DELIVERY

• Persuasive style: how to pitch the message  Encourage active participation  Use vivid language and metaphors  Incite the receiver’s fears  Violate the receiver’s expectations

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9-11

PERIPHERAL ROUTES TO INFLUENCE

The receiver attends less to the substance of  persuasive arguments and is instead susceptible  to more “automatic” influence through subtle  cues

• Usually occurs when the target of influence is  either unmotivated or unable to attend carefully  to the substance contained within a persuasive  message

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9-12

ASPECTS OF MESSAGES THAT FOSTER PERIPHERAL INFLUENCE

• Message order  Important points should be made early exposing the  receiver to the primacy effect

• Format  Arguments may be more or less effective depending  on the channel in use or the presentation format 

• Distractions  When receivers are distracted, they are less able to engage in issue‐relevant thinking

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9-13

SOURCE CHARACTERISTICS THAT  FOSTER PERIPHERAL INFLUENCE

• Source credibility  Qualification and expertise  Reputation for trustworthiness and integrity  Self‐presentation  First impressions  Status differences  Intent to persuade  Associates  Persistence and tenacity

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9-14

SOURCE CHARACTERISTICS THAT  FOSTER PERIPHERAL INFLUENCE

• Source/Personal attractiveness  Friendliness  Ingratiation  Likeability  Helping the other party  Perceived similarity  Emotion

• Authority  People with authority have more influence than those without authority

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9-15

ASPECTS OF CONTEXT THAT  FOSTER PERIPHERAL INFLUENCE

• Reciprocity  When you receive something from another, you should  respond in the future with a favor in return

• Commitment  Once people have decided something, they can be  remarkably persistent in their beliefs

• Social Proof  People often behave in certain ways because everyone else is doing so

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9-16

ASPECTS OF CONTEXT THAT  FOSTER PERIPHERAL INFLUENCE

• Scarcity  When things are less available, they will have more  influence

• Use of reward and punishment  Exchange relies on resources as the power base:  “If I  do X for you, will you do Y for me?”  Threat of punishment

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9-17

THE ROLE OF RECEIVERS— TARGETS OF INFLUENCE

• Understanding the other’s perspective  Exploring or ignoring the other’s position  Selectively paraphrase  Reinforce points you like in the other party’s  proposals

• Resisting the other’s influence  Have a BATNA and know how to use it  Make a public commitment  Inoculate yourself against the other party’s  arguments

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