Chapter 5Brain Games: Understanding the Role of Emotions and Psychology in Negotiation
Juan Martinez was in trouble. The rent was due on the gas station he leased. The falling price of gas was affecting his business. He operated his business with a very small profit margin; he was horrified to watch his profits steadily decline. Juan’s wife was pressuring him to buy a house in a safer but more expensive location. With no savings, Juan felt trapped between his landlord and his wife. He felt like a failure—less of a man—when his wife said, “If you can’t make more money from this business, maybe I will have to go to work.”
When Enrique, Juan’s landlord, called about the late rent payment, Juan felt the fear pervading his voice. “We have got to ...
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