Understanding the cross-level effects of subjective value and negotiation behavior on negotiator satisfaction

Within buyer-seller negotiation research, it is crucial to identify key antecedents of negotiator satisfaction. This study applies information processing theory to the individual, group, and cross-levels. This study aims to reveal how negotiator satisfaction is influenced by the psychological perceptions of negotiators (subjective value), behaviors of focal negotiators and opponents, and economic profits of both sides. A total of 228 seasoned business professionals engaged in two-stage simulated group-on-group negotiation and were asked to complete a research questionnaire after each negotiation stage. A multi-level model was engaged to test the hypotheses. During the first negotiation stage, negotiator satisfaction centered on the roles of relationship subjective value and instrumental subjective value; further, the seller’s self-subjective value is also seen as an important source of satisfaction. In cases where the focal negotiator demonstrates integrating or forcing behavior and the opponent demonstrates compromising behavior, greater focal negotiator satisfaction is witnessed during the second stage. Conversely, yielding behavior by an opponent caused lower focal negotiator satisfaction, which should be used with caution, as concessions could cause a self-defeating outcome. Additionally, while a negotiator’s profit strengthens the focal negotiator’s satisfaction, the opponent’s profit has the opposite effect.