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Group Decision and Negotiation

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25-05-2018

The Effect of Screen Size and E-Communication Richness on Negotiation Performance

Authors: Terri R. Kurtzberg, Sanghoon Kang, Charles E. Naquin

Published in: Group Decision and Negotiation | Issue 4/2018

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Abstract

Using an empirical study, this paper investigated how each screen size and different presentation modes (video or text-only) can trigger meaningful differences when interacting with a partner in a negotiation. In a simulated multi-issue negotiation between a buyer and a seller, participants were instructed to communicate through either a large (laptop) or small (mobile phone) screen in either a video conversation or a text-based communication. The findings revealed that (a) negotiators communicating through a large screen performed better than negotiators interacting via small screen; (b) negotiators communicating through video conversation performed better than negotiators interacting via text-based communication; (c) negotiators communicating through video conversation formed higher levels of trust and satisfaction than negotiators interacting via text-based communication; and (d) negotiators communicating through video conversations over large screens achieved the highest joint outcome. Implications for the use of technology during negotiations is discussed, with attention given to the need to preserve more naturalistic cues through larger screens and the use of video conversations for best effect.

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Note that it is not possible to have one side of a negotiation using a video mode and the other using a text-only mode, so congruence can only be discussed and studied in the screen-size area.

Though satisfaction was not directly hypothesized, we included it in the data collection and analyses to get a more complete picture of participants’ feelings. The satisfaction scale was a modified version of the 5 item measure developed by Brayfield and Rothe (1951). The original measure has 18 items but it is typically used in the shortened 5 item format (e.g., Bono and Judge 2003; Judge et al. 2000). We modified the 5 items to be more appropriate for a negotiation context.

Both trust and satisfaction scores of individuals within a dyad were averaged to test the mediation effects of both trust and satisfaction as individual level and dyad level trust and satisfaction are generally highly correlated with one another (Currall and Judge 1995; Gonzalez and Griffin 1999), and indeed were in this data set as well (r = .40, p < .001).

Though not reported, the composite satisfaction scale showed the identical pattern of results as the trust scale, and was significant in all the same relationships.

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Title: The Effect of Screen Size and E-Communication Richness on Negotiation Performance
Authors: Terri R. Kurtzberg
Sanghoon Kang
Charles E. Naquin
Publication date: 25-05-2018
Publisher: Springer Netherlands
Published in: Group Decision and Negotiation / Issue 4/2018
Print ISSN: 0926-2644
Electronic ISSN: 1572-9907
DOI: https://doi.org/10.1007/s10726-018-9574-x

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