COMMUNICATION MEDIA AND NEGOTIATION: FACE TO FACE AND COMPUTER-MEDIATED NEGOTIATION OF AN ESCALATED CONFLICT
 
Munduate, L., Cisenros, I.J.F., Dorado, M.A., Medina, F.J., University of Sevilla, Spain and Euwema, M., University OF Utrecht, The Netherlands
 
This study analyzes style of handling an escalated conflict in two different contexts. Literature focusing on negotiation and media evidences two contradictory perspectives. One of them asserts that negotiators are less integrative when interacting in a computer-mediated context. The other perspective afirms that a barrier in the communication enhances integrativeness. These contrary perspectives motivated the present study. In face to face and computer-mediated negotiation settings a confederate escalated the conflict with the participants in a standardized way. Interactions were recorded and two groups of coders assessed the use of avoiding, compromising, problem solving, accomodating and forcing. Results show a higher use of avoiding and a decrease in forcing behavior along the computer-mediated interaction. On the contrary in the face to face context and increase in forcing behavior and compromising was found along the encounter. Practical implications of results are discussed.