Words vs. numbers: Integrative and distributive language framing in negotiations

As communication is at the “heart” of negotiations, a negotiator’s language use is especially crucial. The aim of the present study is to investigate the effects of integrative and distributive language framing in negotiations. Previous research on framing in negotiation has primarily focused on dispositional frames or manipulated the negotiator’s frame before the negotiation by representing the endeavor as gain or loss. We propose that by employing different linguistic variations and highlighting different qualities, distributive and integrative language frames identical situations and factual offers differently and, in consequence, evokes different perceptions and behavioral reactions by the counterpart. In our study, we kept the substantive aspect of the offers and counteroffers constant by offering identical payoffs and concessions, yet, the identical offers were framed differently using distributive or integrative language. Whereas for a rational negotiator the wording of offers and counteroffers should not make any difference, our results show that despite being confronted with the same factual content, negotiators receiving integratively framed messages propose different counteroffers, experience better quality of communication and less negative affect, judge the outcome and the process to be more fair, and evaluate the outcome and the process more positively.