Mind and Heart of the Negotiator, Second Edition, The

Cultural Values and Negotiation Norms

Cultures can differ in many dramatic ways. Next, we identify three dimensions of culture, following Brett (in press; see Table 10-1):

• individualism vs. collectivism

• egalitarianism vs. hierarchy

• direct vs. indirect communication

Table 10-1. Dimensions of culture

Cultural Dimension
Goal: Individual versus collective orientation	Individualists/Competitors: Key goal is to maximize own gain (and perhaps the difference between oneself and others); source of identity is the self; people regard themselves as free agents and independent actors.	Collectivists/Cooperators: Key goal is to maximize the welfare of the group or collective; source of identity is the group; individuals regard themselves as group members; focus ...