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Toward a Theory of Agenda Setting in Negotiations

P. V. (Sundar) Balakrishnan, Charles Patton and Phillip A. Lewis
Journal of Consumer Research
Vol. 19, No. 4 (Mar., 1993), pp. 637-654
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489446
Page Count: 18
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Toward a Theory of Agenda Setting in Negotiations
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Abstract

To date, negotiation research in two-party situations has largely focused on single issues or on multiple issues bargained simultaneously. In this paper, we develop, from a behavioral perspective, a conceptual framework and an associated set of propositions concerning the influence and interaction of a number of factors on agenda setting. We examine the consequences of negotiating multiple issues sequentially as opposed to discussing them simultaneously. Specifically, we posit (a) conditions under which sequential versus simultaneous negotiations are advantageous, (b) conditions that promote and inhibit integrative agreements between parties involved in sequential negotiations, and (c) conditions that foster greater utility and timeliness to the negotiating parties. In addition, directions for future research and methodological guidelines for testing the propositions are discussed.

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