Negotiator similarity

The present study provides an excellent opportunity to test Evans' "similarity hypothesis". Evans' ideas "the more similar the parties in a dyad are, the more likely a favorable outcome, a sale" have stimulated a series of studies investigating relationships between similarity and a variety of negotiation outcomes. Weitz (1979), in his excellent critical review of this stream of research, concludes that support for Evans' similarity hypotheses is weak, and in some cases, flawed by confounds. However, the previous work provides an important background for the issues to be considered here. 

McGuire cites a "considerable body of evidence" and posits the mechanism underlying the influence of similarity: 

Presumably the receiver, to the extent that he perceives the source to be like himself in diverse characteristics, assumes that they also share common needs and goals. The receiver might therefore conclude that what the source is urging is good for "our kind of people," and thus change his attitude accordingly. 

Mathews, Wilson and Monoky conclude that "perceived" similarity leads to more cooperative behaviors during negotiations. Despite the threats to internal and external validities of the Mathews et al. study identified by Weitz, their reasoning is consistent with Evans. That is, similarity affects negotiation processes, such as the degree of cooperation. So, negotiators in same culture dyads can be expected to behave more cooperatively than negotiators in cross-cultural dyads. Graham provides empirical support for greater cooperation in intra-cultural negotiations compared to cross-cultural. 

Evans, Davis and Silk, and Bagozzi all discuss at some length the relationship among similarity, attraction, and outcomes. Implied in Evans' work is a causal relation among the three constructs, with attraction intervening: similarity → attraction → outcomes. Thus, negotiators in same culture dyads might be expected to be more attracted to partners and achieve higher negotiation outcomes profits and satisfaction. 

Back to '4.2: Understanding People from Different Cultures'