Negotiation assertiveness style can determine success in bargaining, according to Columbia University’s Daniel Ames and Abbie Wazlawek.
This finding builds on Ames’ previous research with Stanford’s Frank Flynn that demonstrated moderate levels of assertiveness are associated with career advancement, and with effective negotiation and influence in conflict situations.
They also found that observers provided consistent ratings of managerial under-assertiveness and over-assertiveness.
However they noted that most people do not accurately assess others’ view of their assertiveness in specific situations.
Over-assertive individuals tend to have less-accurate self-perception than less assertive people, and both groups experience “self-awareness blindness.”
These inaccurate self-perceptions may develop from polite yet inaccurate feedback from other people.
More than 80% of participants reported that they had expressed greater objections than they actually felt to influence the negotiation, and said they observed similarly exaggerated objections by their negotiation partners.
Self-awareness resulted in most favorable negotiation outcomes: More than 80% of negotiators rated by others and by themselves as “appropriately assertive in the situation” negotiated greatest value to both parties.
When negotiation partners misperceive others’ view of their strategic umbrage displays, Ames and Wazlawek called this experience the line-crossing illusion.
This mismatch between negotiation partners’ ratings of appropriate assertiveness was linked with poorer negotiation outcomes: Nearly 60% of negotiators who were rated as appropriately assertive but felt over-assertive (line-crossing illusion) negotiated the inferior deals for themselves and their counterparts.
This finding suggests that disingenuous emotional displays of strategic umbrage lead negotiation partners to seek the first acceptable deal, rather than pushing for an optimal deal.
To improve accuracy of perception of other people’s impression of one’s own assertiveness style (“meta-perception“), Ames and Wazlawek suggested:
-Participate in 360 degree feedback,
-Increase skill in listening for content and meaning,
–Consider whether negotiation proposals are “reasonable” in light of alternatives,
-Request feedback on reactions to “strategic umbrage” displays to better understand perceptions of “offer reasonableness,”
-Evaluate costs and benefits of specific assertiveness styles.
Over-assertiveness may provide the benefit of “claiming value” in a negotiation but may lead to ruptured interpersonal relationships, according to Jeffrey M. Kern of Texas A&M, SUNY’s Cecilia Falbe and Gary Yukl.
Cultural norms for assertiveness regulation in “low context” cultures like Israel, where dramatic displays are frequent and expected in negotiations.
In contrast, “high context” cultures like Japan, require more nuanced assertiveness, with fewer direct disagreements and “strategic umbrage” displays, according to Edward T. Hall, then of the U.S. Department of State.
Under-assertiveness may minimize interpersonal conflict, but may lead to poorer negotiation outcomes and undermined credibility in future interactions, according to Ames’ related research.
To augment a less assertiveness style, he suggested:
- Set slightly higher goals,
- Reconsider assumptions that greater assertion leads to conflict,
- Consider that proactivity may lead to increased respect and improved outcomes,
- Assess the outcome of collaborating with more assertive others.
To modulate a more assertiveness style:
- Make slight concessions to increase trust with others,
- Observe and evaluate the impact of collaborating with less assertive others.
The line-crossing illusion is an example of a self-perception bias in which personal ratings of behavior may not match other people’s perceptions, and others’ behaviors can reduce one’s own confidence and assertiveness.
*How do you reduce the risk of developing the line-crossing illusion in response to other people’s displays of “strategic umbrage”?
*How do you match your degree of assertiveness to negotiation situations?
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