Effects of gain-loss frames in negotiation: Loss aversion, mismatching, and frame adoption

Examined negotiator cognition and behavior as a function of own frame, foreknowledge about opponent's frame, opponent's communicated frame, and their interactions. Prenegotiation information about the opponent's gain or loss frame on negotiator cognition and behavior was also examined. Ss were 107 undergraduates. The opposing negotiator was perceived as more cooperative under other's loss than gain frame and that negotiators demand more and concede less when the opponent has a loss rather than a gain frame. Results also support the ""frame-adoption hypothesis"" that other's communicated gain frame leads to lower demands and larger concessions than other's communicated loss frame, especially when negotiators have a gain rather than loss frame themselves. "