Predicting the Outcome of Marketing Negotiations: Role-Playing versus Unaided Opinions
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Marketing Papers
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Hutcherson, Philip D
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Role-playing and unaided opinions were used to forecast the outcome of three negotiations. Consistent with prior research, role-playing yielded more accurate predictions. In two studies on marketing negotiations, the predictions based on role-playing were correct for 53% of the predictions while unaided opinions were correct for only 7% (p < 0.001).
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1989
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Postprint version. Published in International Journal of Research in Marketing, Volume 6, Issue 4, 1989, pages 227-239. Publisher URL: http://dx.doi.org/10.1016/0167-8116(89)90051-7