Chap1 Introduction To Nego Comm

Chapter 1
Introduction:
Communication In
Negotiation
SCCG3123
NEGOTIATION COMMUNICATION
sharina samsudin, UUM 2018 1

Understanding Negotiation
Before we get started, let’s take a look at
some definitions of negotiation and Information is a
examples of negotiation, so that we negotiator’s
understand the processes involve and greatest
when and how communication play its weapon.
part in negotiation. -Victor Kiam
We’ll also consider a theory of negotiation
and three basic theories related to
communication in negotiation in order to
improve skills we need to become an
effective negotiator.
What is Negotiation?
 Conference with others to achieve a compromise
or agreement – Concise Oxford Dictionary
 Negotiation is an explicit voluntary traded
exchange between people who want something
from each other – Gavin Kennedy
Therefore,
It is an interaction process between
interdependent parties, who do not share
identical preferences. Try to make decision
on what the parties will give & take/accept in
their relationship/s.
The Concept of Negotiation
Negotiation theories may be prescriptive, descriptive, or
normative in nature.
Henry Kissinger defined negotiation as, “a process of

combining conflicting positions into a common position, under
a decision rule of
unanimity” (Kissinger, 1969).
Theorists have portrayed negotiations as events of

diplomatic artistry, mechanical reflections of relative power,
weighted interactions between personality types or rational
decision-making processes.
Sharina Samsudin, 2021 4

Cont.
It is this mutual perception that leads to the onset
of negotiations and betrays the dependence that exists (to whatever
degree) between negotiating parties.
This common interest in a shared agreement is the starting point

for the
“common interest and mutual dependence that can exist between
participants in a conflict
with which, Schelling writes, “negotiation is concerned”
(Schelling, 1960).

When Do We Negotiate?
 When we need someone’s consent
 When time and effort of negotiating are

justified
 When the outcome is uncertain

Types of Negotiation
 Face - to – Face
 Group/organization
 Sosial/society
 Between countries
 3rd Party with a mediator
 E- Negotiation
Negotiation Principles
 There are no set rules
 Established an agenda
 Everything is negotiable
 Asking for a better deal
 Creative
 Learn to say “NO”
 Always get something

The three (3) negotiations elements
NEGOTIATION
RELATIONSHIP SUBSTANCE COMMUNICATION
Trust Value Process

Dual Concern Model (DCM)
DCM was proposed by Dean G. Pruitt & Peter

Carnevale (1993).
DCM explains how one’s behavior while

bargaining or during conflict, is influenced by two
concerns:
1.The desire to satisfy oneself (concern of own
self) - assertiveness
2.The desire to satisfy the other party (concern
of others) - empathy
1
0
The bargaining styles associated with
Dual Concern Model stems from two
personality dimensions:
1. Assertiveness
2. Empathy / cooperation
1
1
These two concerns yield five (5)
negotiating strategies:
i. Avoiding
ii. Accommodating
iii. Compromising
iv. Competing
v. Collaborating
Example:
Dual Concerns Model
& Conflict Styles (Employer vs. Employee)
Negotiations can also be thought of as a set of
concerns from two parties.
For example:
• Employer’s concerns:
> Lower costs
> Higher output or productivity from employee
• Employee’s concerns:
> Higher wages and benefits
> Job security
13
EXAMPLE: Employer-Employee Wage Negotiation
Employee’s Limit
(Another Job: $55,000; Get MBA)
Employee’s Employee’s Employee’s Initial

Resistance Point Target Point Request
$50,000 $55,000 $60,000

$65,000
Employer’s Employer’s Employer’s

Initial Offer Target Point Resistance Point
Employer’s Limit
(Another Candidate, Outsourcing)
14
Elements of Communication In
Negotiation
COMMUNICATION

Communication Theories
Related to Negotiation
1. Face Negotiation Theory (FNT)

2. Social Penetration Theory (SPT)
3. Agenda Setting Theory (AST)
Face - Negotiation Theory (FNT)
was developed by Stella Ting-
Toomey (1985), a
communication professor at
California State University.
 Face is a metaphor for
the image of one self
that we want others to
see and believe.
(Jaga imej/air muka)
 Every culture is always
negotiating face.
 FNT states that people
from individualistic,
low context cultures
interact differently
from collectivistic,
high context “suppose to be another tower
cultures. here...Petronas Twin Tower...hahaha”
 The ways which various
cultures view face and
their individual role in
face-work will determine
the approach to conflict
management.
 FNT maintains that inter-

cultural conflict can be
reduced by recognizing,
understanding,
accepting, and adapting
to the differences with
another's culture.
1. Face-restoration - protecting your own autonomy
2. Face-saving - protecting the autonomy of another
person
3. Face-giving - protecting another's need for
1. Communication in all cultures is based on maintaining and
negotiating face.
2. Face is problematic when identities are questioned.
3. Differences in individualistic vs. collectivistic and small vs. large
power distance cultures profoundly shape face management.
4. Individualistic cultures prefer self oriented face-work, and
collectivistic cultures prefer other oriented face-work.
5. Small power distance cultures prefer an “individuals are equal”
framework, whereas large power distance cultures prefer a
hierarchical framework.
6. Behavior is also influenced by cultural variances, individual,
relational, and situational factors.
7. Competence in intercultural communication is a culmination of
knowledge and mindfulness.
 http://www.youtube.com/watch?v=uY6k50
qB 4Ys
2. SOCIAL PENETRATION THEORY
(SPT) = teori bawang
MAIN IDEAS
 Closeness develops if people
proceed in gradual and orderly
fashion from superficial to more
intimate levels of exchange.
 Personality is like a multi- layered
onion with public self on the outer
layer and private self at the core.
MAIN IDEAS (ctd)
 Closeness (penetration) is
achieved through self-disclosure
 Self-disclosure risks
vulnerability
 Layers of the onion are tougher
towards the center
 Depth of penetration is degree
of intimacy
SELF DISCLOSURE
 Peripheral items are disclosed earlier

and more regularly
 Self-disclosure is reciprocal, esp. at
first
 Penetration is rapid at first but slows
down because of social norms and
stalling
 De-penetration is also gradual
 Intimacy requires depth AND breadth
of disclosure
REGULATING CLOSENESS
 Regulation by means of rewards and

punishments
 People try to forecast outcomes of social
exchange
 If perceived mutual benefits outweigh costs
of vulnerability, self-disclosure will
 proceed
People seek to maximize benefits and
minimize costs. Note: nature of
benefits may change over time; at first,
physical appearance, similar
 backgrounds, extent of agreement rate
high.
The higher we value an outcome, the more
attractive the behavior that will make it
happen
COMPARISON LEVELS
 The comparison level (CL) is the
threshold above which an outcome
seems attractive; is related to
relational history
 Comparison level (CLalt –
comparison level of alternatives) is
affected by other possible
relationships available
 Comparisons are made between
present realities and desired
outcomes
CRITIQUE
 Theory not fully supported by data Highest

 reciprocity may occur at middle
levels; may be cycles of disclosure and
reserve
 Needs take account of gender (males less
open)
 Disclosure can increase as relationship
deteriorates
 Single comparison (CL) index too simplistic
 In close relationships, self-centeredness
lessens
 Onion metaphor: sexual; disclosure is
active, usually symmetrical; self is not
simply revealed but is constructed
CRITIQUE (ctd)
 “Penetration” metaphor unhelpful

(power and sexual overtones)
 Suggests that the self is undivided,
all-knowable rather than formed
through interaction: disclosure
changes self
 Onion metaphor suggests
sameness not diversity

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Chapter 1

sharina samsudin, UUM 2018 1

Henry Kissinger defined negotiation as, “a process of

Theorists have portrayed negotiations as events of

Sharina Samsudin, 2021 4

This common interest in a shared agreement is the starting point

Sharina Samsudin, 2018 5

 When we need someone’s consent

 When time and effort of negotiating are

 When the outcome is uncertain

 3rd Party with a mediator

 There are no set rules

 Asking for a better deal

 Learn to say “NO”

 Always get something

RELATIONSHIP SUBSTANCE COMMUNICATION

Trust Value Process

DCM was proposed by Dean G. Pruitt & Peter

DCM explains how one’s behavior while

Employee’s Employee’s Employee’s Initial

$50,000 $55,000 $60,000

Employer’s Employer’s Employer’s

Sharina Samsudin, 2021 15

1. Face Negotiation Theory (FNT)

 FNT maintains that inter-

 Peripheral items are disclosed earlier

 Regulation by means of rewards and

 Theory not fully supported by data Highest

 “Penetration” metaphor unhelpful

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