Creating value is a fundamental skill during dyadic negotiations. Negotiators who ask themselves the question: ‘how can we expand the pie instead of sharing it’ reach better agreements. This...Show moreCreating value is a fundamental skill during dyadic negotiations. Negotiators who ask themselves the question: ‘how can we expand the pie instead of sharing it’ reach better agreements. This research was affected by the measurements resulting of COVID-19 and therefore partly executed the way it was intended. The experiment (N = 74) tested value creation amongst negotiations with unequal power distribution. Negotiators participated in a role playing game where they had to negotiate about four issues and had the possibility to add 3 more optional issues. The challenge to expand the pie for both players was found in the mandatory-optional paradigm, a payoff schedule specially designed for this research. Participants were divided into two benefit conditions (powerful could add more value or the powerless could add more value). Results were analyzed out of our two control conditions and showed that the powerful players reached higher outcomes than the powerless players and thus seemed better in adding more value. This however, was not found. The difference in adding more value to the agreement between the two players was not significant. Reasons, limitations and implications are discussed and suggestions for further research are proposed.Show less
Morally responsible and ethical conduct has become more important for companies in recent years. The present study (N = 178) examines whether perceived brand traits differentially influence the...Show moreMorally responsible and ethical conduct has become more important for companies in recent years. The present study (N = 178) examines whether perceived brand traits differentially influence the purchase intentions of consumers. Additionally, the moderating effects of type of organization (for-profit versus non-profit) and gender are examined. The results partly support the hypotheses and indicate that perceived competence and perceived morality both relate to purchase intentions. In addition, for non-profit organizations, purchase intentions are mostly predicted by morality, whereas for for-profit organizations, competence most strongly predicts purchase intentions. The results further show that women’s purchase intentions are most strongly related to perceived morality, whereas men’s purchase intentions are related to perceived competence. Lastly, organization type and gender seem to have important moderating influences on the relationship between brands’ trait dimensions and consumers’ purchase intentions. Importantly, advertising organizational morality and competence appears to be an effective strategy for companies to keep consumers interested.Show less
