Stereotype and Perception Change in Intercultural Negotiation

Abstract

Stereotypes are cognitive schemas that influence our perception, beliefs and behavior toward members of a social group [12]. While culture is a salient social group characteristic and an important contextual cue for schema activation [27], there is limited research on cultural stereotypes and perception change in international negotiations. Thus, we examined perception formation and perception change across stages of negotiation. North American observers viewed a negotiation (videos) between North American and Middle Eastern business men, with different stages and one of three negotiation outcomes: (a) negotiators did not reach agreement, or (b) reached an agreement by compromising, or (c) by employing an "expanding the pie" problem solving approach. After viewing the videos, participants rated negotiators on positive and negative attributes as a measure of perception. We found in-group bias across all observers, change in perceptions across different stages, and variation of initial stereotypes as a function of negotiation outcome.