Relational construal in negotiation: Propositions and examples from latin and anglo cultures

Jimena Y. Ramirez-Marin*, Jeanne M. Brett

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

12 Scopus citations


In certain cultures, relationships are the reason for negotiation. In this article, we offer a rationale regarding why relationships have more or less salience across cultures. We present psychological, economic and sociological factors that explain the reasons for negotiating relationally. Propositions are made as to how cultural construal about relationships influences offers, targets and limits, negotiation strategy and, ultimately, economic and relational outcomes. Our major explanatory construct is new: cultural consensus about relationships. This construct is grounded in well developed theory of self construal and new empirical research showing the utility of measures of consensus in explaining cultural differences in behavior. With this theoretical contribution, we join the group of scholars who are advocating that more attention should be paid to negotiators' subjective evaluations of the social and emotional consequences of negotiation.

Original languageEnglish (US)
Pages (from-to)383-404
Number of pages22
JournalInternational Negotiation
Issue number3
StatePublished - 2011


  • Cultural consensus
  • Culture
  • Negotiation
  • Relationships

ASJC Scopus subject areas

  • Sociology and Political Science
  • Political Science and International Relations


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