Function and Effects of Affect and Constituent Demand in Dyadic Bargaining for Economic Goods and Services
Swensen, Graham Knude
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https://hdl.handle.net/2142/70473
Description
Title
Function and Effects of Affect and Constituent Demand in Dyadic Bargaining for Economic Goods and Services
Author(s)
Swensen, Graham Knude
Issue Date
1987
Doctoral Committee Chair(s)
Sudman, Seymour
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Abstract
Bargaining is presented as a pervasive and important human behavior. It is defined and its role in marketing, especially marketing channels is clarified. A review of several different fields describes research that has been done on bargaining behavior by economists, social psychologists, behaviorists, and business professionals.
A model for the ensuing research is presented, based upon contributions to the field of social psychology by Dr. Harry C. Triandis. Specifically, his model of interpersonal behavior is used as the basis for expanded investigations of the area of interpersonal bargaining.
A research methodology is discussed and justified. A description of the experimental design used in this research follows. Subjects were asked to bargain in a controlled environment and play the roles of sellers. Positive and negative moods were introduced through the use of mood statements read by the subjects. Subjects were also given detailed scenarios which consisted of four different demand states--demands made by their respective "firms" concerning the results of the bargaining. Subjects were actually trying to sell computer chips to the experimenter (although they believed that they were bargaining with each other) while maximizing their profits.
Dependent variables included: time to first deal, total profitability, total deals made, mood of messages sent, number of messages sent, and others. The test hypotheses proposed that sellers bargaining with positive moods and realistic constituent demands would be most successful in terms of profitability, total number of deals, speed to conclude deals, etc. The experiment was conducted over a period of five days with 105 undergraduate students at the University of Illinois.
Results indicated support for the research hypotheses, however, only a few tests resulted in statistical significance greater than alpha =.05. It is concluded that more powerful tests are needed and this would be accomplished through increased samples sizes. Also, future work in this field would benefit from pre-measures of each subject's individual abilities as a bargainer--thus providing a base line for comparison of mean changes and variance analyses.
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