Ethical conduct in negotiations: drivers and trajectories

Purpose This study aims to examine ethical behavior in negotiations, specifically focusing on the dynamics between cognitive processes and ethical conduct within negotiation contexts. While prior research has predominantly used rational frameworks to explain unethical behavior, emphasizing profit and self-interest, this work also considers nonrational influences, including intuitive and emotional factors. Design/methodology/approach This conceptual study uses dual process theory to explore the interaction between rational (System 2) and intuitive (System 1) thinking in relation to ethical conduct in negotiations. It introduces the cognition-conduct continuum and conceptualizes negotiation trajectories to describe and understand shifts in a negotiator’s ethical behavior. Findings Ethical negotiation conduct is influenced by both rational and non-rational factors that change over negotiation stages. The cognition-conduct continuum provides insight into how negotiators transition between ethical and unethical behaviors by following negotiation trajectories such as ethical fading or ethical resurgence. Research limitations/implications This study is purely conceptual; while the authors introduce negotiation trajectories as a tool, they do not establish a taxonomy or undertake an empirical analysis of individual trajectories. Practical implications The cognition-conduct continuum and the negotiation trajectory concept offer practical insights for negotiation training. By recognizing potential ethical shifts, negotiators can better manage the ethical complexities that arise during negotiations through targeted interventions, potentially enhancing long-term relational and economic outcomes. Originality/value This study systematically integrates nonrational factors into negotiation research and introduces the cognition-conduct continuum to capture negotiation dynamics. By conceptualizing trajectories, this study provides a focused framework for analyzing ethical shifts. In addition, this study introduces ethical resurgence as a counterpart to ethical fading, offering insights into what motivates individuals to return to ethical behavior.