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Colleen M. Keough

In: Communication and Negotiation

Chapter 5: Bargaining Arguments and Argumentative Bargainers

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Bargaining Arguments and Argumentative Bargainers
Bargaining arguments and argumentative bargainers
ColleenM.Keough

ARGUMENTATION RESEARCH is directly relevant to studies of communication in bargaining. Negotiation researchers note that “the core of what is generally taken as the central process of negotiation [is] reciprocal argument and counter-argument, proposal and counter proposal in an attempt to agree upon actions and outcomes mutually perceived as beneficial” (Sawyer & Guetzkow, 1965, p. 479). Similarly, Axelrod (1977) observes, “After all, most of what happens in negotiation is the assertion of arguments by one side, and the response with other arguments by the other side” (p. 177). Although such comments encourage systematic investigation of bargaining arguments, they also perpetuate the use of argument as a generic term with a univocal definition, namely, discourse produced to ...

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