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A negociação é um processo de tomada de decisão num contexto de incerteza. Consequentemente, se é sabido que os indivíduos recorrem a heurísticas para tomar decisões, também o fazem para negociar. A ancoragem é um destes enviesamentos irracionais e automáticos utilizados na negociação, sendo realizada inconscientemente. Na prática, um indivíduo acredita na veracidade de um valor, utilizando-o como base para estimativa de um outro valor. Contudo, fá-lo independentemente da relevância racional do mesmo. Deste modo, na negociação, o valor-âncora é considerado o primeiro lance realizado pela parte que inicia. Tal tem a capacidade de alterar o preço de reserva do outro lado, modificando a sua contra-proposta. O resultado final de uma negociação é assim enviesado pelo lance inicial. Academicamente, foi já demonstrado que o efeito-ancoragem existe em negociações do tipo distributivo. Em matéria do tipo integrativo, a literatura sofre uma lacuna. Como tal, a seguinte tese visa testar se o valor-âncora afecta negociações do tipo integrativo através de uma experiência comportamental. Realizaram-se 25 simulações negociais presenciais com estudantes voluntários de diferentes perfis académicos, tendo-se recolhido 17 duplas válidas para análise. No final, concluiu-se que o primeiro lance, sendo o valor-âncora, afecta o resultado final de uma negociação. Em suma, a ancoragem evidencia-se em negociações do tipo integrativo.
Negotiation is a decision-making process in a context of uncertainty. Consequently, if it is known that individuals use heuristics to take a decision, they also do it to negotiate. One of these irrational and automatic heuristics used during negotiations is named anchoring effect. An individual believes in the authenticity and legitimacy of a value, using it to estimate another value. Nevertheless, he does it even if the value is rationally irrelevant for the case. Therefore, during negotiations, the anchor is considered to be the first move. It alters the reservation price of the opponent, modifying its counter-proposal. In the end, the outcome is influenced by the first move. Academically, it has already been demonstrated that anchoring effects exists in distributive negotiations. In matters of integrative agreements, there seems to be an academic gap. As a result, the following thesis aims to show if the anchor affects integrative negotiations. It tested the hypothesis with a behavioral experiment and 25 negotiating simulations were realized. The experiment was done in person and counted with 17 valid dyads. At the end, it was shown that the first move, being the anchor, affected the outcome. In short, anchoring was demonstrated to exist in integrative negotiations.
Negotiation is a decision-making process in a context of uncertainty. Consequently, if it is known that individuals use heuristics to take a decision, they also do it to negotiate. One of these irrational and automatic heuristics used during negotiations is named anchoring effect. An individual believes in the authenticity and legitimacy of a value, using it to estimate another value. Nevertheless, he does it even if the value is rationally irrelevant for the case. Therefore, during negotiations, the anchor is considered to be the first move. It alters the reservation price of the opponent, modifying its counter-proposal. In the end, the outcome is influenced by the first move. Academically, it has already been demonstrated that anchoring effects exists in distributive negotiations. In matters of integrative agreements, there seems to be an academic gap. As a result, the following thesis aims to show if the anchor affects integrative negotiations. It tested the hypothesis with a behavioral experiment and 25 negotiating simulations were realized. The experiment was done in person and counted with 17 valid dyads. At the end, it was shown that the first move, being the anchor, affected the outcome. In short, anchoring was demonstrated to exist in integrative negotiations.
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Palavras-chave
Ancoragem Negociações integrativas Economia comportamental Anchoring Integrative negotiations Behavioral economics