Negotiations Event The Edition Roy J Lewicki David M Saunder

Negotiationseventhedition Royjlewicki Davidmsaunders Br

Negotiationseventhedition Royjlewicki Davidmsaunders Br Negotiationseventhedition Royjlewicki Davidmsaunders Br 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. without the prior written consent of McGraw-Hill Education. Chapter 9 INFLUENCE without the prior written consent of McGraw-Hill Education. 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 without the prior written consent of McGraw-Hill Education. 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. without the prior written consent of McGraw-Hill Education. 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 without the prior written consent of McGraw-Hill Education. 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 Americanâ€, “save a treeâ€)  Suggest an “agreement in principle†without the prior written consent of McGraw-Hill Education. 9-8 THE CENTRAL ROUTE TO INFLUENCE: THE MESSAGE AND ITS DELIVERY • Message Structure  Oneâ€sided messages: ignore arguments and opinions that might support the other party’s position  Twoâ€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 without the prior written consent of McGraw-Hill Education. 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 wellâ€formulated and strong, state the conclusion without the prior written consent of McGraw-Hill Education. 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 without the prior written consent of McGraw-Hill Education. 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 without the prior written consent of McGraw-Hill Education. 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 issueâ€relevant thinking without the prior written consent of McGraw-Hill Education. 9-13 SOURCE CHARACTERISTICS THAT FOSTER PERIPHERAL INFLUENCE • Source credibility  Qualification and expertise  Reputation for trustworthiness and integrity  Selfâ€presentation  First impressions  Status differences  Intent to persuade  Associates  Persistence and tenacity without the prior written consent of McGraw-Hill Education. 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 without the prior written consent of McGraw-Hill Education. 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 without the prior written consent of McGraw-Hill Education. 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 without the prior written consent of McGraw-Hill Education. 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 without the prior written consent of McGraw-Hill Education.

Paper For Above instruction

Negotiation is a fundamental aspect of human interaction and a skill vital for achieving mutually beneficial outcomes. Central to successful negotiation is the concept of influence, which encompasses the strategies and messages used to modify attitudes or behaviors. Understanding how influence operates—through conscious and subconscious routes—can significantly enhance negotiators' effectiveness. This paper explores the dual routes to influence outlined in the foundational text, focusing on the central and peripheral routes, their mechanisms, and implications for negotiation practice.

The central route to influence involves deliberate, conscious processing of persuasive messages. When employing this route, negotiators craft messages that are rich in relevant facts, well-structured, and delivered with style that encourages engagement and understanding. The content should make the offer attractive, frame it to align with the recipient’s values, and potentially appeal to higher ideals or social norms. Structuring messages with both one-sided and two-sided arguments, depending on the audience’s level of prior knowledge and conviction, can enhance effectiveness. Repetition of key points and strategic conclusions, whether open or assertive, serve to reinforce the message, especially with knowledgeable or undecided audiences.

Delivery style further influences central route persuasion. Effective persuaders encourage active participation, employ vivid language, metaphors, and even challenge expectations to make messages memorable. The goal is to foster thoughtful consideration, leading the recipient to integrate the message into their existing cognitive framework. When skills in this route are honed, negotiators can foster durable agreements rooted in rational evaluation rather than superficial cues.

Contrasting with the central route, the peripheral route operates largely below conscious awareness, relying on subtle cues and context. It is particularly relevant when the recipient is unmotivated or lacks the capacity to process complex arguments. Here, influence is achieved through factors such as source credibility and attractiveness, message order, formatting, and environmental distractions. For instance, a highly trusted or likable source influences perceptions through their association rather than the content alone.

Source characteristics like expertise, trustworthiness, and attractiveness boost peripheral influence. For example, a credible expert or an approachable, likable individual can sway opinions without engaging in detailed argumentation. Status, authority, and physical attractiveness also play roles in fostering influence through peripheral cues. Contextual elements like reciprocity, commitment, social proof, scarcity, and the strategic use of rewards and punishments further shape perceptions and decisions. These elements harness innate psychological tendencies, including the tendency to imitate others and conform to perceived norms.

The influence process also varies depending on the receiver's role. Understanding the recipient’s perspective is essential for effective influence, whether through empathic exploration or strategic reinforcement of their proposals. Conversely, resisting unwarranted influence involves having a strong BATNA (Best Alternative To a Negotiated Agreement), making public commitments, and inoculating oneself against manipulative tactics. Mastery of these principles enables negotiators to navigate influence ethically and effectively, balancing persuasion with resistance as context demands.

Developing influence skills in negotiation requires awareness of different routes and techniques. Central route persuasion demands clarity, logical structure, and compelling delivery, fostering rational agreement. Peripheral influence, meanwhile, employs cues and context to sway unmotivated or distracted parties. Both routes are valuable; effective negotiators skillfully integrate techniques from both to achieve optimal results.

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