Marketing Papers

Document Type

Journal Article

Date of this Version

January 1989


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).


Postprint version. Published in International Journal of Research in Marketing, Volume 6, Issue 4, 1989, pages 227-239.
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Date Posted: 15 June 2007

This document has been peer reviewed.