/Perception Formation in Global Negotiations: The Role of Culture and Sacred Value

Perception Formation in Global Negotiations: The Role of Culture and Sacred Value

Zhaleh Semnani-Azad, Alin Coman, Katia Sycara and Michael Lewis
Conference Paper, HICSS, Big Island, Hawaii, January, 2014

Download Publication (PDF)

Copyright notice: This material is presented to ensure timely dissemination of scholarly and technical work. Copyright and all rights therein are retained by authors or by other copyright holders. All persons copying this information are expected to adhere to the terms and constraints invoked by each author’s copyright. These works may not be reposted without the explicit permission of the copyright holder.


We examine how sacred values, or fundamental beliefs that reflect moral norms, and national culture interact to influence perceptions in cross-cultural negotiation. Perceptions formed toward a negotiator can subsequently affect decision-making, cooperative behavior, outcomes and reputations. Caucasian- American and South Asian-Indian observers viewed an intercultural negotiation with a negative, distributive outcome and rated their perception of a culturally in-group (same culture) versus culturally out-group (different culture) negotiator. Prior to viewing the negotiation, we manipulated observer and negotiator congruency of sacred values via deontological versus instrumental reasoning styles. The results illustrate a “black sheep effect,” where observers perceived the cultural in-group negotiator negatively, only when they shared similar sacred values but not when those values were different. In contrast, sacred value congruence did not matter when observers rated the cultural out-group negotiator. Instead, observers’ perceptions were heavily influenced by the negotiator’s values.

BibTeX Reference
author = {Zhaleh Semnani-Azad and Alin Coman and Katia Sycara and Michael Lewis},
title = {Perception Formation in Global Negotiations: The Role of Culture and Sacred Value},
booktitle = {HICSS, Big Island, Hawaii},
year = {2014},
month = {January},