Effects of Medium of Communication on Experimental Negotiation

Abstract

Pairs of subjects performed a simple negotiation task over one of three media of communication (face-to-face, closed circuit television, or a loud-speaking audio link). One person was required to argue a case which was consonant with his personal views; the other person was required to argue a case that bore no necessary relationship to his personal views. Medium of communication had a significant effect on the outcome of the negotiation: the side whose case was consonant with his personal views was more successful under face-to-face than under audio-only communication. Results in the video condition resembled those in the face-to-face condition. The findings are interpreted in terms of a greater emphasis on interpersonal considerations (as opposed to interparty considerations) in face-to-face discussions than in audio discussions.

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